ANALYZING THE

MACROENVIRONMENT
Cinderella M. Constantino

ANALYZING MACROENVIRONMENT

NEEDS AND TRENDS

FAD is unpredictable, short-lived, and without social,
economic and political significance.
TRENDS more predictable and durable than a
fad. Its reveal the shape of the future
and can provide strategic direction.
MEGATREND is a large social, economic,
political and technological change.

Six Major Forces in a Broad

Environment
Demographic Environment
Economic Environment
Sociocultural Environment
Natural Environment
Technological Environment
Political Legal Environment

The Demographic Environment

- monitor population including:

World wide population growth

Population age mix
Ethnic and other markets
Educational growth
Household patterns

The Economic Environment

Consumer psychology
Income distribution
Income, savings, debt and credit

The Sociocultural Environment

Views of ourselves
Views of others
Views of
organizations
Views of society
Views of nature
Views of universe

Other Cultural Characteristics

HIGH PERSISTENCE OF CORE CULTURE VALUES
- The people living in a particular society hold many
core beliefs and values that tend to persist.
EXISTENCE OF SUBCULTURESEach society
containssubcultures,groups with shared values
emerging from their special life experiences or
circumstances.

The Natural Environment

- natural resources that are needed as inputs
by marketers or that are affected by
marketing activities
Water, forests, oil, coal, minerals

- As resources become more scarce,

cost increase

The Technological Environment

Accelerating pace of change
Unlimited opportunities for
innovation
Varying R&D budgets
Increased regulation of
technological change

The Political Legal Environment

Increase in business legislation
Growth of special interest group
- consumerist movement organized citizens
and government to strengthen the rights
and powers of buyers in relationship
to sellers.