Main Forces in the Organisation’s Macroenvironment
Macroenvironment: The larger societal forces that affect the whole microenvironment. -
The organisation and its microenvironment operate in a larger macroenvironment of forces that shape opportunities and pose threats to the organisation. The organisation must carefully watch and respond to these forces. -
The macro environment comprises of six main forces:
Demographic Forces: Demography is the study of human populations in terms of size, density, location, age, sex, race, occupation and other statistics. The organisation my group discussed was McDonalds. The points we come up with involving demographic forces were: -
As Australia has an aging population McDonalds could better tailor products this. -
As Australia is and is becoming more of a multi cultural society McDonalds need to be aware of the ethnic diversity in each region.
Economic Forces: The economic environment consists of factors that affect consumer buying power and spending patterns. Markets require buying power as well as people. Total buying power depends on current income, prices, savings and credit. Marketers should be aware of major trends in income and changing consumer spending patterns. -
A range of products to meet all levels of income would be advantageous especially considering the recent global financial crisis where consumer spending was dramatically reduced.
Natural Forces: The natural environment includes the natural resources that are needed as inputs by marketers or which are affected by marketing activities. -
Whole Supply chain management. McDonalds are large enough and have enough market power to encourage its suppliers to me more environmentally friendly. This could include reducing additives in its foods, a move to more organic farming and reducing carbon emissions.
Technological Forces: The technological environment involves the forces that affect new technologies, creating new product and market...
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