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The document discusses various elements of a company's macro environment that are outside of its control, including demographic, economic, natural, technological, political, and cultural factors. It focuses on how changes in the demographic environment, particularly population size, age structure, family life, education/profession, and geographical shifts, can impact business and require consideration in marketing strategy. Specifically, it provides the example of how Grameen Phone tailored its Djuice product to attract youth customers based on Bangladesh's changing demographic trends.
The document discusses various elements of a company's macro environment that are outside of its control, including demographic, economic, natural, technological, political, and cultural factors. It focuses on how changes in the demographic environment, particularly population size, age structure, family life, education/profession, and geographical shifts, can impact business and require consideration in marketing strategy. Specifically, it provides the example of how Grameen Phone tailored its Djuice product to attract youth customers based on Bangladesh's changing demographic trends.
The document discusses various elements of a company's macro environment that are outside of its control, including demographic, economic, natural, technological, political, and cultural factors. It focuses on how changes in the demographic environment, particularly population size, age structure, family life, education/profession, and geographical shifts, can impact business and require consideration in marketing strategy. Specifically, it provides the example of how Grameen Phone tailored its Djuice product to attract youth customers based on Bangladesh's changing demographic trends.
A factor that influence a company's or product's development but that is outside
of thecompany's control is known as macro environment.For example, the macro environment could include competitors, changes in interest rates,changes in cultural tastes, or government regulationsI For companies with a global foot-print, their exposure to macro environment elements is magnified.
Demographic Environment
Demography is the study of human populations in terms of size, destiny, location, age, genderrace, occupation and other statistics. The demographic environment is of major interest tomarketers because it involves people.
Economic Environment Marketers require buying power as well as people. The economic environment consists of factors that affect consumers purchasing power and spending power/ patterns. Marketersmust pay close attention to major trends and consumers spending patterns.
Natural Environment The natural environment involves the natural resources that are needed as inputs by marketersor they are affected by marketing activities. Environmental concerns have grown steadilyduring the past three decades. Marketers should be aware of several trends in the naturalenvironment.
Technological Environment The technological environment is perhaps the most dramatic forces now shopping owndestiny. Technological environment involves forces that create new technologist creating newproduct and marketing opportunities.
Political Environment Marketing decisions are strongly affected by developments in the political environment.Political environment consists of laws, government agencies, government itself and pressuregroups that influence or limits various organizations and individuals in a given society.
Cultural Environment The cultural environment is made up of institutions and other forces that affect a societysbasic values, perceptions, preferences and behaviors. There are few cultural values whichaffect marketing decision making. These are, persistence of cultural value, shifts in secondarycultural value, people views of organization/ others, etc
Impact of Macro-Environment over BD goods & services Impact of Demographic Environments Among two sides macro environment is very much effective or important in case of marketing environment which is out of control of companys manager. Moreover, undermacro environment demographic environment is very effective and important. For abusinessman the first and foremost considerable topic is population or market size. Withoutpopulation there is nothing for a market. For this reason before entering into a marketing onemust keep in mind about the changes about population. Effect of changes on demographicenvironment is given below: Age Structure of the Total Population and Its Changes The number of different ages of people such as the number of children, teenage, youth, oldperson should be kept in mind at the time of doing marketing strategy. Because a productcannot be certified for every ages of customer. Moreover, at the time of increasing of population the growth of demand of product rises should be noticed otherwise marketingprocess wont be effective at all. On the contrary at the time of the decrease of population thedemand falls. This is the reason at the time of doing marketing strategy the matter of population must be analyzed. For example, Grameen Phone is one of the leadingtelecommunication companies in Bangladesh. They have a product named Djuice. Themotive of this product is to capture the market of youth. So, the company has been setting upits advertisement, tariff, voice call and sms charges in a way that attracts the attention of youth. As a result most of the youth use Djuice. Changed Family Life Now a days one can easily identify the changes of family life style such as- the growth of working class women, income capability of women, adult marriage of women and the right of divorce of women etc. also important for doing marketing strategy. For doing more servicesor jobs outside home the household task of women has gone to the slave. And now we canobserve a crisis of slave. Actually the development of garment industry has created thisproblem. For this reason people are eager to do a less physical labored task. And prepared
food, half cooked food, bread, washing machines etc. are used more. So, now we use packetmashla, pressure cooker, rice cooker, washing machine, go to restaurants for food for saveour time but those things created market for the product and the marketers getting benefitfrom their work and growing rapidly. Education and Profession Education rate and job distribution also be remembered at the time of doing marketingstrategy. Because the taste, choice, habit, communicating process cannot be same of aneducated and a non educated person. The some thought is applicable for the people of different working people. Our education rate is increasing on a regular basis. Now people areeager to do industrial job or service more than farming. These changes are very important formarketing strategy. Geographical Shift in Population Geographically living of population and the shift of geographical living of population createimpact on marketing. For a lot of reason people tend to go to big cities. For this reasonpeoples life style and their demand style are changing. Moreover, producing product fortourist, job seeking people, businessmen is also profitable business. Besides, people are goingabroad and coming back to the country and making a change in their demand style which hasto be kept in mind to keep pace with the global growing market. In Bangladesh people wantto shift in Dhaka rather than other cities. So, market of this mega city is bigger than others