MARKETING ENVIRONMENT (MACRO)

ANURADHA THORAT SHALINI SINHA

NATANSH DUBEY

Macroenvironment

The larger forces of the society that affect the micro environment are collectively referred to as the macro environment.

The company and all other actors operate in a larger macro environment of forces.

These forces shape opportunities and pose threats to the company.

There are six major forces in the macro environment from marketing perspective.

These forces affect the marketing plan.

IMPORTANCE OF MACRO ENVIRONMENTConsists of six components namely:

Demographic ,economic cultural,natural,technological and legal

Trends and developments in these macro environments influence the marketing strategies.

Company

Demographic

forces

Natural

Technological

Economic

Social

Political

SWOT ANALYSISS- Strengths

W- Weaknesses

O- Opportunities

T- Threats

WE LIVE IN A CONSTANTLY CHANGING ENVIRONMENT

Demographic factorsPopulation Growth Population age mixEthnic markets Educational groups Household PatternGeographic Shifts in PopulationShift from mass market to micro market.

THE WORLD AS A VILLAGEIF THE WORLD WERE A VILLAGE OF 100 PEOPLE61 would be Asian(20 chinese 17 Indian),14 African,

11 European , 8 Latin American,5 north american and only one from Australia or Antarctica.

There would be 18 cars in the village 18 villagers are unable to read and write33 have cellphones and 16 ae online on the internet.63 villagers have inadequate sanitation30 villagers would be unemployed By the end of the year one villager would die and

two new would be born so the population would climb to 1o1!

TECHNOLOGICAL FACTORS

Changes rapidlyCreates new markets and opportunitiesChallenge is to make practical.Safety methods result in higher

research cost.Challenge vests upon technology to

make it affordable since the competition is high.

Increasing population

Increasing Pollution

Unregulated Industrialisation

Factors affecting natural

environment

Economic FactorsInflation Rate Repo RateExchange Rate Revenue and ProfitabilityCapital AvailabilityTaxation policy

Social FactorsValues

Attitudes

Lifestyle

Political Factors INCLUDES: Laws Government Agencies Pressure Groups thatInfluence or limit various organisations and

individuals in a given society.

CONCLUSIONMacro environmental factors are those factors

which are beyond the scope of control of an organization.

An organization can alter its own policies as per the macroenvironmental conditions but not the condition itself.

The organization ,though a mechanised body in itself cannot work in isolation and is always under the influence of the external forces viz. macro environment.

THANK YOU