External Macro Environment

Topics: Marketing, Gender role, Culture Pages: 5 (1632 words) Published: December 26, 2011
BUS 109
Written assignment

Content page
2.External macro-environment3
2.1Social and cultural forces3
2.1.1Changing gender roles3
2.1.2Attitude towards health, nutrition and well-being3
2.1.3 Cultural beliefs in a country4
2.2.1Advantages of technology4
2.2.2Disadvantages of technology5
4.References Lists7

1. Introduction
This report is discussing about how three major forces of macro environment affecting an organisation’s marketing program. The three major forces discussed are social and cultural forces, technology, and demography. 2. External macro-environment

Macro environment defined as the major external and uncontrollable factors that influence an organization's decision making, and affect its performance and strategies (C. J. Hayden 2011). Three major forces that affected an organisation’s marketing program are social cultural, technology and demography conditions. 2.1Social and cultural forces

Social and cultural forces involved our lifestyles, social values and beliefs, which are changing faster than they used to be in the past (Rix 2011, 54). A company need to adjust their products to blend well with the fast changing environment for it to grow profitable business, as it will attract the customers. 2.1.1Changing gender roles

Changing gender roles has been very obvious in our society for the past decade, especially those of women. In the past, male occupied most of the work force, however since women today are growing politically and economically, women are now able to compete against the men in the work force. In this case, cars seller used to focus only the male, however since nowadays there are increasing number of women in workforce and they are able to earn money for living by themselves, they have the purchasing power to buy cars. In order to attract the women’s attention, marketers introduced cars that suit female in term of sizes and colours. For instance, Honda makes a new product which is Honda Jazz. It created especially for the women, from the form and sizes and colour that suit women, specifically pink in colour. This specially designed Honda Jazz is trying to capture the market of women. 2.1.2Attitude towards health, nutrition and well-being

People start to concern about their health, proper diet and spiritual well-being. Marketers realised the needs of customers and introduced physical fitness activities such as aerobics and yoga (Rix 2011, 56). Increasing health diseases also make consumers start to aware to consume nutrition food. In this case, fast food restaurant may experience less patrons coming to them, as in most of people’s perspectives, fast food restaurant such as McDonald’s or KFC do not provide healthy food. On the other hand, modern market like Fair Price and Cool Storage may be at the state of advantages as they attract customers that want to consume healthy food by selling organic vegetables and fresh fruits and meats. 2.1.3 Cultural beliefs in a country

Each of a country has its own unique cultural beliefs. Before marketers start their business in a country, they have to understand the cultural beliefs in the country they operate in it. Even though McDonald’s products are standard in all franchises all over the world, they have to accustom to various cultures within which it operates in. in this case, McDonald’s in India came out with veggie-lover’s menu by considering the fact that India is a vegetarian country (Joshua Morgan Brown 2009). They decided not to offer beef products in India due to their local beliefs. If McDonald’s in India fail to suit itself with the cultural in it, they may not be able to do attract customers to purchase their goods. 2.2Technology

Technology nowadays has improved drastically as compared to last decade, where only a few people can connect to the internet. In the past, the technologies...

References: Lists
Anselmo, Donna. 2011. Marketing Demystified: a self-teaching guide. US: McGraw-Hill.
Brown, Joshua Morgan. 2009. McDonald’s India Goes Veggie. Seeking Alpha. Accessed April 28, http://seekingalpha.com/article/139607-mcdonald-s-india-goes-veggie.
Hayden, C. J. 2011. Web Technology in Marketing: Friend or Foe? About.com. Accessed April 5, http://marketing.about.com/od/internetmarketingstrategy/a/webtechnology.htm.

Gmarket. n.d. Gmarket in English. http://english.gmarket.co.kr/ (accessed May 1, 2011).
Gross, Ames. 1993. Opportunities In The Singapore Medical Market. Pacific Bridge Medical. Accessed April 30, http://www.pacificbridgemedical.com/publications/singapore/1993_opportunities_in_the_singapore. Hayden, C. J. 2011. Web Technology in Marketing: Friend or Foe?. http://marketing.about.com/od/internetmarketingstrategy/a/webtechnology.htm (accesse
OCBC Bank is Singapore First Bank to Introduce Reverse Mortgage Loans For Private Properties. http://www.ocbc.com.sg/download/media_releases/2006/August/250806ReverseMortgage.pdf.OCBCoo
Rix, Peter. 2011. Marketing: a practical Approach 7e. Sydney, Australia: McGraw-Hill.
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