Micro and Macro Marketing Environment

Topics: Marketing, Marketing plan, Marketing strategy Pages: 4 (1311 words) Published: November 16, 2012
McDonald’s became a famous global name (refer to appendix 1) which had more than 33,000 restaurants in 119 countries (McDonald’s, 2012). How could it operate profitably in a competitive market? It was due to the flexibility in the changeable marketing environment (Lovelock, 2002). The marketing environment can be assumed as a flexible system. Just like the human body which may die if it fails to adjust to environmental modifications, so the business also may lose if it does not adapt to external and internal changes (Sowell, 2011). Sargeant and Jay (2004) stated SWOT analysis contains specific indicators as to the key determinants of success in the company whereas most authors defined the marketing environment comprising microenvironment and macro-environment strongly affects the company’s survival (refer to appendix 2). In this essay, the literature review concentrates on the influences of the marketing environmental factors on the company’s operations. The internal change is a part and parcel of the marketing environment (Palmer, 2000).The microenvironment comprises the actors which directly affect a firm’s operations (Jobber and Fahy, 2009). Suppliers influence not merely the company’s operations but also the corporate image positively or negatively (Pride and Ferrel, 2010). Gaviña delivered the best coffee in the world to McDonald's, whereby McDonald’s became an obstacle for Starbucks in America (Time, 2008). Nevertheless, the importance of suppliers can be seen if things go wrong (Gillespie, 2011). McDonald’s restaurants were forced to close since suppliers could not meet demand on the twenty-fifth anniversary celebration in England (BBC, 1999). The importance of marketing intermediaries is to make a firm's goods and services accessible to its buyers (Kotler, et al., 2006). Without marketing intermediaries, but being a distributor of Coca-Cola which provides McDonald’s much more just soft drinks since 1955 because of its power and reputation, McDonald’s...

Bibliography: BBC, 1999. UK Burger blow-out closes restaurants. BBC Online, [online]05 January. Available at: http://news.bbc.co.uk/2/hi/uk_news/248617.stm [Accessed 09 March 2012].
Fightmaster, M., 2009. McDonald 's going green, balance sheet could get, [online] Available at: http://www.dailyfinance.com/2009/04/07/mcdonalds-going-green-balance-sheet-could-get-greener/ [Accessed 09 March 2012].
Fletcher, K.P. and Peters, L.D., 1997. Trust and direct marketing environments: a consumer perspective. Journal of marketing management, 13(6), p.523-539.
Gillespie, A., 2011
Grossman, G.M. and Helpman, E., 1991. Endogenous Product Cycles. Journal of The Economic, 101, p.1212-1229.
Jain, S.C., 1981. Marketing planning and stategy: South-Western.
Jobber, D. and Fahy, J., 2009. Foundations of Marketing. 3rd ed. McGraw-Hill.
Kaletsky, A., 2004. Kerry should be glad he lost. The Sunday Times, [online]04 November. Available at: http://www.thetimes.co.uk/tto/news/world/americas/article1998358.ece [Accessed 09 March 2012].
Kooser, A., 2011. McDonald 's hires 7,000 touch screen cashiers. Cnet Online, [online]17 May. Available at: http://news.cnet.com/mcdonalds-hires-7000-touch-screen-cashiers/8301-17938_105-20063732-1.html [Accessed 09 March 2012].
Kotler, P. and Armstrong, G., 2004. Principles of Marketing. 10th ed: Prentice Hall.
Kotler, P. et al., 2006. Principles of Marketing. 3rd ed: Prentice Hall/ Pearson.
Lovelock, C.H., 2002. Principles of Service Marketing and Management. 2nd ed: Prentice Hall.
McDonald’s Company Official Website, 2012. Gaviña Gourmet Coffee. [online] Available
at:http://www.mcdonalds.com/us/en/food/food_quality/see_what_we_are_made_of/meet_our_suppliers/gavina_gourmet_coffee.html [Accessed 25 February 2012].
McDonald’s Malaysia Official Website, 2012. [online] Available at:
http://www.mcdonalds.com.my/ [Accessed 25 February 2012].
Mokhtar, L., 2011. Issues in Islamic tourism. New Straits Times, [online]16 July. Available at: http://e.nst.com.my/nst/articles/15yaan13/Article/art_print [Accessed 09 March 2012].
Palmer, A., 2000. Principles of Marketing. Oxford: Oxford University Press.
Palmer, A., 2008. Principles of services marketing. 5th ed. Maidenhead: Mc Graw Hill.
Pride, W.M. and Ferrell, O.C., 2010. Foundation of Marketing. 4th ed: Cengage Learning.
Sargeant, A. and Jay, E., 2004. Fundraising management: analysis, planning and practice. London: Routledge.
Sowell, T., 2011. Basic Economics: A Common Sense Guide to the Economy. 4th ed: Basic Books.
Tancer, B., 2008. Brewing Battle: Starbucks vs. McDonald 's. Time Online, [online]10 January. Available at: http://www.time.com/time/business/article/0,8599,1702277,00.html [Accessed 09 March 2012].
The Coca-Cola Company official website, 2010. Responsible Marketing. [online] Available
at: http://www.coca-cola.com.sg/news/localnews.asp?NeID=279 [Accessed 25 February 2012].
The Sai Gon Times, 2009. When fast food is localized. The Sai Gon Times Online. [online] 29 July. Available at: http://english.thesaigontimes.vn/Home/features/general/5672/ [Accessed 3 March 2012].
Continue Reading

Please join StudyMode to read the full document

You May Also Find These Documents Helpful

  • Essay about Micro / Macro Environment
  • Micro and Macro Environment Essay
  • Micro and Macro environment factors Essay
  • Micro and Macro Marketing Essay
  • Micro Environment on Marketing Essay
  • Starbucks Marketing Macro Environment Essay
  • Marketing Environment (Macro) Research Paper
  • Micro and Macro Environment of Pleasure Bike Essay

Become a StudyMode Member

Sign Up - It's Free