Macro Environment

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Micro Environment
The actors close to the company that affect its ability to serve its customers – the company, suppliers, marketing intermediaries, customer markets, competitors, and publics.
1. The Company
a. All groups/departments in a firm are interlinked.
2. Suppliers
a. Suppliers form an important link in the company’s overall customer value delivery system.
3. Marketing intermediaries
a. Helps the company to promote, sell and distribute the goods and services to final buyers. These include resellers, physical distribution firms, marketing services agencies and financial intermediaries.
4. Customers
a. Consumer markets
i. Consist of individuals and households that buy goods and services for personal consumption
b. Business markets
i. Buys goods and services for further processing / production process
c. Government markets
i. Government agencies to produce public servies
d. International markets
i. Buyers in other countries, may include points a – c
5. Competitors
6. Publics
a. Any group that has an actual or potential interest in, or impact on, an organization’s ability to achieve its objectives.
i. Financial: - ability to obtain funds ii. Media: - carry news, features, editorial opinion iii. Government: - iv. Citizen-action: -
v. Local: - vi. General: - vii. Internal: -

Macro Environment
The larger societal forces that affect the macro environment – demographic, economic, natural, technological, political, and cultural forces.
Key Forces in the Macro Environment
1. Demographic
The study of human population in terms of size, density, location, age, gender, race, occupation and other statistics.
- Worldwide Population Growth
- Population Age Mix
- Ethnic Markets
- Educational Groups
- Household Patterns
- Geographical Shifts in Population
- Shift from Mass Market to Micro Markets
The most obvious social driver in most industries would be demographic, particularly the number of households. Among other

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