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    Analyzing The Macroenvironmen T: By, Group-7 Mba-L

    Uploaded by

    bharat258
    marketing

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    Analyzing The Macroenvironmen T: By, Group-7 Mba-L

    Uploaded by

    bharat258
    15 views18 pages
    marketing

    Original Title

    Marketing

    Copyright

    © © All Rights Reserved

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    marketing

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    15 views18 pages

    Analyzing The Macroenvironmen T: By, Group-7 Mba-L

    Uploaded by

    bharat258
    marketing

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    You are on page 1of 18

    Analyzing the

    Macroenvironmen
    t
    By,
    Group-7
    MBA-L

    Needs and Trends


    Fad
    (short lived without social,
    economic and political)

    Trend
    (reveal the shape of future ,
    gives strategic direction)

    Megatrend
    (large social, economic, political
    and technological
    change slow to form
    but influences long time)

    Trends Shaping the


    Business Landscape
    Profound shifts in centers of

    3-3

    economic activity
    Increases in public-sector
    activity
    Change in consumer
    landscape
    Technological connectivity
    Scarcity of well-trained talent

    Increase in demand for natural


    resources
    Emergence of new global
    industry structures
    Ubiquitous access to information
    Management shifts from art to
    science
    Increase in scrutiny of big
    business practices

    Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall

    Environmental Forces
    Demographic
    Political-Legal

    Economic

    Technological

    Socio-Cultural
    Natural

    3-4

    Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall

    Demographic Environment
    A demographic environment is a segment of a human
    population identified for marketing and business
    purposes, with the overall aim being to understand and
    successfully market to potential customers.
    Analysis of demographic environments is a crucial
    marketing practice for many businesses because it
    allows long term planning of marketing campaigns for
    a specific consumer groups

    Population and Demographics


    Population growth
    Population age mix
    Ethnic markets

    3-6

    Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall

    Educational groups
    Household patterns
    Geographical shifts

    Population Age Groups


    65+
    40-65
    25-40
    Teens
    School-age
    3-7

    Preschool

    Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall

    Household Patterns

    3-8

    Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall

    Marketing Insight to Kool


    Generation

    The young generation in South Asia has been a driving growth

    in many markets
    The youth culture is evident in the communication strategy of
    todays companies.
    Archies, the leisure-store chain, promotes such special
    occasions by advertising on channel V and MTV .
    Depending upon the personality traits of the individual youth,
    the marketers adapted different Advertisement(strategies).
    The role of youths is not committed only as consumer of
    products and services but also plays a significant role in family
    purchase decisions.

    Economic Environment
    The consumer purchasing power is impacted by the
    inflationary trend in economy hardening interest rates and
    making credits expensive.
    In India the trend is currently evident in housing, automotive
    and consumer durable segment.

    Economic Environment
    Consumer Psychology
    Income Distribution
    Income levels and
    Consumption Patterns

    Levis has responded to


    changes in income
    distribution by offering an
    upscale line and a mass
    market line

    3-11

    Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall

    Social-Cultural Environment
    A set of beliefs, customs, practices and behavior that
    exists within a population. International companies often
    include an examination of the socio-cultural environment
    prior to entering their target market.
    It includesculturalnorms, demographic information and
    religious information.

    Social-Cultural Environment
    Views
    Views of
    of themselves
    themselves
    Views
    Views of
    of others
    others
    Views
    Views of
    of organizations
    organizations
    Views
    Views of
    of society
    society
    Views
    Views of
    of nature
    nature
    Views
    Views of
    of the
    the universe
    universe
    3-13

    Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall

    Natural Environment

    Natural Environment
    Shortage of
    raw materials
    Increased
    energy costs
    Anti-pollution
    pressures

    3-15

    Governmental
    protections

    Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall

    Technological Environment
    Technological Environment means the development in the field of
    technology which affects business by new inventions of productions and
    other improvements in techniques to perform the business
    work. "

    Technological Environment
    Pace of change
    Opportunities
    for innovation
    Varying R&D
    budgets
    Increased regulation
    of change

    3-17
    Copyright 2009
    Pearson Education,
    Inc. Publishing as
    Prentice Hall

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