Macro MARKETING ENVIRONMENT

Presented By:- GROUP 6

Group Members Names

• Md Afsar Ali

• Sonika Kumari

• Abhishek Raj

• Jigesh Sharma

• Pooja Kumari

Roll Numbers

82

103

66

78

86

Contents1. Marketing Environment2. Components of Marketing

Environment3. Why Is is Important ?4. Aspects Of Marketing Environment5. Macro Environment6. Factors Effecting Macro

Environment7. PEST ANALYSIS8. Indian Market Environment9. Responds to Market Environment10. Controllability11. Conclusion

Marketing Environment• The marketing environment surrounds and impacts upon the

organization.

• There are three key elements to the marketing environment which are the internal environment, the microenvironment and the macro environment. Why are they important? Well marketers build both internal and external relationships. Marketers aim to deliver value to satisfied customers, so we need to assess and evaluate our internal business/corporate environment and our external environment which is subdivided into micro and macro

COMPONENTS OF MARKETING ENVIRONMENT

• Internal environment : Forces and actions inside the firm that affect the marketing operation composed of internal stake holders and the other functional areas within the business organization.

• External environment• Macro environment • Micro environment

WHY IS IT IMPORTANT ?

An understanding of macro and micro marketing environment forces is essential for planning.

Helps a business to compete more effectively against its competitors.

Assists in the identification of opportunities and threats.

Help maintains economic stability and Developments

Aspects of Marketing Environment

Micro Marketing Environment

Macro Marketing Environment

Macro environment

The macro environment is less controllable. The macro environment consists of much larger wide-ranging influences (which impact the microenvironment) from the broader global society. Here we would consider culture, political issues, technology, the natural environment, economic issues and demographic factors amongst others.

Factors affecting Macro environment

1. POLITICAL FORCES

2. ECONOMIC FORCES

3. SOCIAL AND CULTURAL FORCES

4. NATURAL FORCES

5. TECHNOLOGICAL FORCES

6. DEMOGRAPHIC FORCES

Political Environmental

• Government actions which affects the operations  of a company  or business. These actions may be on local, regional, national or international level. Business owners and managers pay close attention to the political environment to judge how government actions will affect their company.

Economic environment

• Economic Environment are the economic factors that have effects on the working of the business. It includes system, policies and nature of an economy, trade cycles, economic resources, level of income, distribution of income and wealth. It is very dynamic and complex in nature and does not remain the same.

Social and cultural forces

• Social responsibility has move slowly into the marketing literature as an alternative to the market concept.

• Socially responsible marketing is that business firms should take the lead in eliminating socially harmful products.

Demographical Forces

• Demographic data helps in preparing geographical marketing plans, household marketing plans, age and sex wise plans.

• It influences behavior of consumers which in turn will have direct impact on market place.

• A marketer must communicate with consumers anticipate problems ,respond to complaints and make sure that the firm operates properly.

Technological Environment

• The technological environment: application of knowledge in science, inventions, and innovations to solve problems

• The most dramatic force shaping our destiny is technology – Internet, wifi Zone

• Technology has affected hospitality in many ways like e-ticket, checking in Airport etc.

Natural Forces

The natural environment consists

of many amenities that attract

tourists, such as Conserve natural

habitats, resources, endangered

species, minimise environmental

impact, recycling, energy efficient

products and clean air.

A PEST Analysis fits into an overall environmental scan, which includes Political, Economical, Social, and Technological environment.

A scan of the external macro environment in which the firm operates can be expressed as a pest analysis.

The acronym PEST (or sometimes rearranged as “STEP”) is used to describe a framework for the analysis of these macro environmental factors.

Indian Market Environment

Demographic Scene

a) Close to 1.5 billion population.

b) India literacy Rate over 74.04%

c) Diverse Religion and Languages.

Economic Scene

a) Top Ten Economy of the world

Our GDP is growing 7.6% p.a

• Agricultural 16 %

• Industry 24 %

• Services 60 %

One of the fastest Growing economy of the world.

Responding to Marketing Environment

Approaches

Passive Approach Aggressive Approach

CONTROLLABILITY• The organization has no control over the macro environment. It

can only respond to the changes taking place.

• The organization has some degree of influence over the micro environment but by no means complete control.

• The organization controls its own internal environment although this does not mean the marketing department or marketing manager has control.

Macro 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 macro environmental conditions but not the condition itself.

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

CONCLUSION