Essay on Macro and Micro Environment

655 Words Mar 5th, 2015 3 Pages
There are two kinds of external marketing environments; micro and macro. These environments’ factors are beyond the control of marketers but they still influence the decisions made when creating a strategic marketing strategy.

micro and macro environments

Micro Environment Factors

The suppliers: Suppliers can control the success of the business when they hold the power. The supplier holds the power when they are the only or the largest supplier of their goods; the buyer is not vital to the supplier’s business; the supplier’s product is a core part of the buyer’s finished product and/or business.

The resellers: If the product the organisation produces is taken to market by 3rd party resellers or market intermediaries such as
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Economic factors: The economic environment can impact both the organisation’s production and the consumer’s decision making process.

Natural/physical forces: The Earth’s renewal of its natural resources such as forests, agricultural products, marine products, etc must be taken into account. There are also the natural non-renewable resources such as oil, coal, minerals, etc that may also impact the organisation’s production.

Technological factors: The skills and knowledge applied to the production, and the technology and materials needed for production of products and services can also impact the smooth running of the business and must be considered.

Political and legal forces: Sound marketing decisions should always take into account political and/or legal developments relating to the organisation and its markets.

Social and cultural forces: The impact the products and services your organisations brings to market have on society must be considered. Any elements of the production process or any products/services that are harmful to society should be eliminated to show your organisation is taking social responsibility. A recent example of this is the environment and how many sectors are being forced to review their products and services in order to become more environmentally friendly.

Micro and macro environments have a significant impact on the success of marketing campaigns,

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