What Is Macro Environment Analysis?

Macro marketing environment refers to the factors that the company cannot directly control. It is a series of huge social forces that affect the marketing ability and efficiency of the company by affecting the micro environment, including factors such as population, economy, politics and law, science and technology, social culture and natural ecology. . Because these environmental factors have an indirect effect on corporate marketing, they mainly use the micro marketing environment as a medium to influence and restrict the marketing activities of the enterprise, so they are also called indirect marketing environment. ^[1]

Macro marketing environment

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Macro marketing environment refers to the factors that the company cannot directly control. It is a series of huge social forces that affect the marketing ability and efficiency of the company by affecting the micro environment, including factors such as population, economy, politics and law, science and technology, social culture and natural ecology. . Because these environmental factors have an indirect effect on corporate marketing, they mainly use the micro marketing environment as a medium to influence and restrict the marketing activities of the enterprise, so they are also called indirect marketing environment. ^[1]

Population is the first element of the market. The number of people directly determines the market size and potential capacity. The gender, age, ethnicity, marital status, occupation, and residence distribution of the population also have a profound impact on the market structure, which affects the marketing activities of enterprises. Enterprises should pay attention to the study of population environment, pay close attention to the characteristics of population and its development trends, and adjust marketing strategies in a timely manner to adapt to changes in population environment.

The economic environment is the main environmental factor affecting corporate marketing activities. It includes income factors, consumer spending, industrial structure, economic growth rate, money supply, bank interest rates, government expenditures and other factors. Among them, the income factor and consumption structure affect corporate marketing activities Larger.

Legal and political environment is important to influence corporate marketing

The natural environment refers to various forms of material information provided by nature to humans, such as sunlight, air, water, forests, land, and so on. With the progress of human society and the development of science and technology, countries around the world have accelerated the process of industrialization. On the one hand, they have created a wealth of material wealth to meet people's growing needs; on the other hand, they face problems such as resource shortages and environmental pollution. Beginning in the 1960s, countries around the world began to pay attention to the impact of economic development on the natural environment, and established many environmental protection organizations to urge national governments to strengthen environmental protection legislation. These issues are all challenges for corporate marketing. For marketing managers, they should pay attention to the trend of natural environment changes, analyze the marketing opportunities and threats of enterprises, and formulate corresponding countermeasures.

Analysis of the growing shortage of natural resources

Natural resources can be divided into two types. One is renewable resources, such as forests and crops. Such resources are limited and can be re-produced. However, excessive deforestation and occupation of farmland must be prevented. Another type of resource is

Science and technology is the most active factor in social productivity. It affects the historical process of human society and all aspects of social life, and the impact on corporate marketing activities is even more obvious. Modern science and technology are advancing by leaps and bounds. The impact of technological development on corporate marketing activities is reflected in the following aspects.

Development of science and technology promotes adjustment of socio-economic structure

The discovery and promotion of each new technology will bring new market opportunities to some enterprises, leading to the emergence of new industries. At the same time, it will also pose a threat to certain industries and enterprises, causing them to be impacted or even eliminated. For example, the use of computers replaced traditional typewriters, the invention of copying machines crowded out carbon paper, and the advent of digital cameras will take away most of the film market.

Technological development drives changes in consumer buying behavior

With the development of multimedia and network technologies, new shopping methods such as "television shopping" and "online shopping" have appeared. People can also order tickets, plane tickets, theater tickets and ball tickets through the "network system" at home. Business enterprises can also use this system for advertising, marketing research and merchandising. As the new technological revolution progresses, the "convenient way to buy and enjoy services at home" will continue to evolve.

Technological development affects innovation of marketing mix strategy

The development of science and technology has led to the continuous emergence of new products, and the product life cycle has been significantly shortened. Enterprises are required to pay attention to the development of new products and accelerate the upgrading of products. The development and application of science and technology have reduced product costs, reduced product prices, and been able to quickly grasp price information, requiring enterprises to do a good job of price adjustment in a timely manner. The development of science and technology promotes the modernization of circulation methods, requiring enterprises to adopt customer self-service and various direct sales methods. The development of science and technology has led to the diversification of advertising media, the rapid spread of information, the broadness of the market, and the flexibility of promotion methods. To this end, companies are required to constantly analyze new technological developments, innovate marketing mix strategies, and adapt to new changes in marketing.

Development of science and technology promotes modernization of marketing management

The development of science and technology has provided necessary equipment for the modernization of enterprise marketing management, such as the extensive use of computers, fax machines, electronic scanning devices, fiber optic communications and other equipment, and has played an important role in improving enterprise marketing management and achieving modernization. At the same time, the development of science and technology has also put forward higher requirements for corporate marketing managers. ^[2]