According to the World Health Organisation, young people in the age group of 10-24 years comprise 33% of the population and 42% of our population consists of age group, 0-24 years. The internal environment is company-specific and includes owners, workers, machines, materials etc. The purpose of analyzing the macro marketing environment is to understand the environment better and to adapt to the social environment and change through the marketing effort of the enterprise to achieve the goal of the enterprise marketing. When looking at the socio-cultural environment it is important to consider the social values of the environment. Some other Governments prohibit the marketing of certain products. Government public can affect the company by passing legislation and laws that put restrictions on the company's actions. Internal Public: It includes employees, managers and board of directors of an organization.
The opportunities include factors of the external environment that act like stepping stones for the organization in order to achieve their current strategic goals. Consumer Confidence Affects Purchasing Patterns Consumers are more likely to make purchases when they feel confident in the economy of their country and in their own financial situation. The technological environment is perhaps one of the fastest changing factors in the macro-environment. For example, a fashion designer that creates bell bottom, striped pants will not succeed in an environment where straight-leg, solid colored pants are desired. Marketing environment can also be classified as: i Controllable Forces and ii Uncontrollable Forces. Still later, domination took another form, where countries were believed to be powerful if they had a favourable balance of trade - an excess of exports over imports. The same would apply to the manufacturers that produce and stores that sell these wares.
The customer must determine whether he wants to purchase that product. If synthetic gold or tobacco were developed or, in the case of the latter, became unfashionable, Zimbabwe's economy would be ruined. One of the most profound social changes in recent years is the large number of women entering the job market. These organisations frequently have enough power to dictate terms or even shut the manufacturer out of large markets. The world population, currently standing at 5 billion is experiencing a rapid growth rate. Tapping Trends Breaking into new markets and capitalizing on new trends requires a lot of insight about the marketing environment. Another way to assess the market alternatives to a potential global marketer is to look at the origin of its national product - is it farm or factory generated? The internal factors considered are the strengths and weaknesses where the opportunities and threats are external factors that are all used and considered to help improve the overall decision making process in dynamic strategic situations the business is facing.
Different age groups have different needs and population density should mean good market potential, the higher the better. Macroenvironmental elements are encompassing; they include such concepts as demographics, economics, social and cultural factors, political and legal factors, technology and the natural environment; microenvironmental forces are those that are distinct and individual, such as customers, producers, marketing intermediaries, public entities and the company itself. Companies must discover the best mix of production for the purpose of productive usage of the accessible assets. These are the same companies mentioned as market intermediaries. Limited industrialisation, low literacy rates, high birth rates, heavy reliance on foreign aid, political instability.
Need for Environment analysis : Environmental analysis attempts to give an extensive insight as to the current market conditions as well as of impact of external factors that are uncontrollable by the marketers. Political influences can also be seen between trading partners, for example Zimbabwe's trade with China. The economical environmental forces can be studied under the following categories: i General Economic Conditions: General Economic Conditions in a country are influenced by various factors. Users were forced to employ punch cards to perform basic functions. The analysis of the macro marketing environment is to better understand the environment, adapt to the social environment and change, so as to achieve the purpose of enterprise marketing. This has led to calls for protectionism.
Eg: In India, we have distinctive cultural groups like Kashmiris, Punjabis, Assamese, and so forth. Markets are not markets without money to spend. As a result, a marketing department works closely with the finance, purchasing, research and development, and manufacturing departments, among others, to identify ways that each department can contribute to the provision of exceptional customer value, which leads to superior customer satisfaction. These policies can ease borrowing rates for businesses to help improve capital spending and business growth, resulting in employment growth. Physical distribution firms are places such as warehouses that store and transport the company's product from its origin to its destination. When businesses are offered lower taxes they expand their business by hiring additional workers, this raises the standard of living for the hired employees who tend to spend more now that they have a job. However, certain recession marketing factors may work in your favor as a business owner.
Technological Environment : The technological environment is the most dramatic force now facing our destiny. Like on the micro-level, on the meso-level new patterns of organisation and steering must be developed. You can divide the economic environment into the microeconomic environment, which affects business decision making - such as individual actions of firms and consumers - and the macroeconomic environment, which affects an entire economy and all of its participants. This is often done when a company's lawyers anticipate a change in legislation, or it may be due to lawsuits, already filed or anticipated. Company All departments within an organization have the potential to positively or negatively impact customer satisfaction. Your customers may no longer be able to afford your products, which will affect your revenue.
In-depth analysis of the marketing environment reduces and even removes the noise between the marketer and customers and helps the marketer to understand better. However it still lends, on a short term basis, to countries with payment problems to help them continue trading. Life-style affects a lot on the purchase decision and brand preferences. Environmental economics looks at the economic effects of local or national environmental policies across the globe. Advertisements portray men cleaning, cooking and caring for their children, which was unthinkable in the past.
Its stage in product life cycle. The consumer market is made up of individuals who buy goods and services for their own personal use or use in their household. If interest rates are too high, the cost of borrowing may not permit a business to expand. Developing countries tend to suffer from rural drift, but without the accompanying incomes characteristic of developed countries. Commercial infrastructure is also vital - banks, accountants, advertising agencies and other services. So they should carefully monitor the altering trends of the economic system in order to prevent their organizations from the side effects of the changing trends.
The nature of economic activity Economic activity is often correlated to the type of economic activity. Businessmen, therefore, are conscious of the political environment that their organisation face. In 1985 industrialised trade to other industrialised countries accounted for 47% of trade, next came developing countries to industrialised 15% , and finally industrialised to developing countries 13%. Although every manager in an organisation needs to observe the outside environment, marketers have two special aptitudes. The biggest impact that the society has been undergoing in the last few years is the technological advancement, product changes and its effects on consumers. Large-scale manufacturing firms usually find it difficult to deal with each one of their final customers individually in the target markets. Marketers are keenly interested in studying the demography ethnic mix, educational level and standard of living of different cities, regions and nations because changes in demographic characteristics have a bearing on the way people live, spend their money and consume.