Using practical examples from the Zimbabwean market, discuss how the

knowledge about the micro and macro environment help a marketer to

achieve marketing objective.
It is essential for a marketer who will be marketing his company,s products to have knowledge of
particular factors that are external to a company.These external factors are usually beyond the
marketer,s control, and are classified into two clasees which are the micro and macro
environment.For a marketer to fulfill his objectives he has to acquire the knowlede of the
marketing environment.Every organisation,s success is highly dependant on ts marketing
environment.

Micro environment
Micro environment comprises the force within an organisation,s industry that affect its ability to
serve its customers and clients.These factors are not directly under the control of the company
but are more essential to strategy.The company having partial control over these factors ,it can
help the marketer to help the company to manipulate these factors if he conducts market
analyses on market growth ,trends and competition.These factors consist of suppliers
,competetitors ,customers and public.

The company

In most successful companies in Zimbabwe it is relevant to pay close attention to the different
sectors in the company before focusing on other external sectors so as to achieve the desired
marketing objectives.For example the directors of the company focus on the company,s
policies ,objectives ,goals and strategies for the company ;the distrubution department should
make it a point that the products are distributed and made available to every part of
Zimbabwe;the finance sector should make sure the company stays financially stable.An example
of a company that has failed to put its sectors in order is National Railways of Zimbabwe and
this lead to its closure.

Suppliers

These can be firms ,individuals or organisations that supplies the company with inputs such as
equipment, machinery,services or finance.If a supplier has a problem it can affect the whole
chain of production,so it is very important for the marketer to have knowledge of his supplier by
studying the supplier costs, supply availability, time frames and service quality.An example is a
company that supplies blood in hospitals.It should provide blood so that it is readily available
because if not this can lead to many people dying,so the marketer should know about the
supplyer so he is sure the supplier will always provide the blood.In short marketers should be
able to manage risks caused by suppliers.

Customers

These are the final consumers of the final products, these can be
consumers,institutional,government or export markets.Marketers must understand the current
and future needs and wants of the target market.The marketers have to understand what their
customers value and also they need to be able ti identify any changes in thed customer's
perfomance.They need to be willing to respond to changes and also be able to influence
customer preferences.An example CBZ introduced mobile banking when they realised that most
of its customers were now using smart phones so mobile banking shows that the company
adapted to changes.

Competitors

A competitor is a company doing business in the same industry or market with your
company .Companies in the same line of business tend to compete for
customers.Successful businesses are those that focus on making their customers
happy.The marketer has to know the company's competitors,the competitors
strength,weakness,reputation and brand equity,how they are using the marketing mix and
strategy so that he can achieve the marketin objectives.Example is Netone ,this company
managed to impress many customers by their introduction of very cheap bundles.

Publics

These represents a group that has potential to impact on the firm to achieve its goals.

1.Media publics~these spread news about a company product.

2.Financial publics~these are involved in the ability of the company to get funds.

3.Government publics~ these are involved with rules and regular issues.

4.General publics~ these display their attitude towards company products and services.

5.Internal publics~ these include directors, managers and workers

The marketer now has to research on the opinions of the public on a certain product this
helps the company so that it does not run losses and also it increases sales for the
company.

Macro environment
These are factors outside the organisation that influence the survival of the
company.These factors are not directly controlled by the organisation.Marketers can
influence the macro environment but not control ,for example a company can lobby
government to reduce the tax on wine but they cannot directly control the rate set by
the government.Marketers need to analyse political, economic,social ,technologicaland
legal forces.These factors are independant of each other.

Political environment

These are factors that have to do with the government and these include the stability of
the political environment,the influences of the government laws,policy and
regulations.Taxation and government rebate policies are also part of the political
environment. These affect marketing decision, so the marketer must know the
overnment requirements so that the company does not break the laws and also on the
other hand so that it will not incur high taxation costs.