What is microenvironment?
Microenvironment are actors close to the company that affects the company’s ability to serve its customers.
What is macroenvironment?
Macroenvironment are larger societal forces that affects a firms’ microenvronment.
What are the 6 factors in microenvironment?
- Company
- Suppliers
- Marketing intermediaries
- Consumers
- Competitors
- Public
What are the 6 factors in macroenvironment?
- Demographic
- Economic
- Natural
- Technological
- Political
- Cultural
Under microenvironment, what are some factors under company?
- Marketing team works with other part of the firm
- internal factor that affects sales of product the company
Under microenvironment, what are some factors under suppliers?
- Suppliers affect the availability, shortage, delay of goods. (labour strike)
- Affect monetary losses and customers satisfaction
Under microenvironment, what are some factors under intermediaries?
- Channels that firm use to distribute certain products. (How the goods are transported, whether they are insured, transactions)
- These factors will affect the satisfaction of the customers.
Under microenvironment, what are some factors under consumers?
Depends on the type of consumers:
Buying for personal use/Production/re-sell/Buy to provide service/Market that influences everyone else
Under microenvironment, what are some factors under competitors?
Need to gain competitive advantage by positioning themselves strongly against the competitors in the minds of the competitors
Under microenvironment, what are some factors under public?
Public that have an influence over certain aspect of the company (Company’s reputation)
Under macroenvironment, what are some factors under demographic?
- Human population
- Gender/Age
- Millenials/Boomers
- Increase diversity
Under macroenvironment, what are some factors under economic?
- Changes in income (average income/income distribution)
- Consumer spending pattern (in recession, rich v poor)
Under macroenvironment, what are some factors under Natural?
- Usage of raw materials (Shortage)
- Increased pollution
- Increase in Government pollution
Under macroenvironment, what are some factors under techonological?
- More complex goods and services (R&D)
- More expensive (Cost of R&D)
- More opportunity ( Because of technology)
- Growing obsolette
Under macroenvironment, what are some factors under political?
- Increasing legislation (Limitations/Opportunities for company)
- being more socially responsible (Limitations/Opportunities for companies)
Under macroenvironment, what are some factors under Cultural?
- Shift in view of society, nature, organisation
2. Persistence in cultural views.
