?2000 Prentice Hall
Objectives
? Tracking & Identifying Opportunities in
the Macroenvironment
? Demographic,Economic,Natural,
Technological,Political,& Cultural
Developments
?2000 Prentice Hall
Macroenvironmental Forces
? World trade enablers
? Asian economic power
? Rise of trade blocs
? International monetary crises
? Use of barter & countertrade
? Move towards market economies
?,Global” lifestyles
?2000 Prentice Hall
Macroenvironmental Forces
? Opening of,new” markets
? Emerging transnational firms
? Cross-border strategic alliances
? Regional ethnic & religious conflict
? Global branding
?2000 Prentice Hall
Demographic Environment
Worldwide Population Growth
Population Age Mix
Ethnic Markets
Household Patterns
Educational Groups
Geographical Shifts in Population
Shift from Mass Market to Micromarkets
?2000 Prentice Hall
Economic Environment
Income Distribution
Subsistence economies
Raw-material-exporting economies
Industrializing economies
Industrial economies
Savings,Debt,&
Credit Availability
?2000 Prentice Hall
Natural
Environment
Higher Pollution
Levels
Increased Costs
of Energy
Shortage of
Raw Materials
Changing Role
of Government
?2000 Prentice Hall
Accelerating Pace
of Change
Unlimited Opportunities
for Innovation
Increased
Regulation
Issues in the Technological
Environment
Varying
R & D Budgets
?2000 Prentice Hall
Political-
Legal
Environment
Increased
Legislation
Special-
Interest
Groups
?2000 Prentice Hall
Social/Cultural Environment
Of
Organizations
Of
Nature
Of
Oneself
Of
Society
Of
the Universe
Of
Others Views
That Express
Values
?2000 Prentice Hall
Social/Cultural Environment
