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.
All groups/departments in a firm are interlinked.
Suppliers form an important link in the company’s overall customer value delivery system. 3.
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.
Consist of individuals and households that buy goods and services for personal consumption b.
Buys goods and services for further processing / production process c.
Government agencies to produce public servies
Buyers in other countries, may include points a – c
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
Media: - carry news, features, editorial opinion
The larger societal forces that affect the macro environment – demographic, economic, natural, technological, political, and cultural forces. Key Forces in the Macro Environment
The study of human population in terms of size, density, location, age, gender, race, occupation and other statistics. -
Worldwide Population Growth
Population Age Mix
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 factors,...
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