• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

Marketing Assignment - The Macro Market Environment

Extracts from this document...


Andrew Galea MARKETING ASSIGNMENT The Macro Market Environment Before a Company launches a new product it must be aware of the environment that this will be introduced in. This is done to make sure that the product meets all expectations and respects the specifications that are needed to abide by the law. There are a number of factors, which need to be taken into consideration before a product is launched. One of these is the Macro-Market - the National Environment. This consists of the Political Environment, the Economic Environment, the Social & Cultural Environment and the Technological Environment, amongst others. One of the most meaningful aspects that must to be taken into consideration when introducing a new product into the market is the Political Environment. A Company wouldn't introduce a new product in a time of political instability, it would either wait for the waters to calm down, or it may have to be forced to choose another target market. ...read more.


Budgets, inflation, deflation and if he has a job and also the type of job, influence the consumer's income. The spending power of consumers who use their credit card frequently on the other hand would be affected by credit limits and interest rates. The economic situation in the country will help the Company decide on the terms of payment, credit limit, etc. The Social & Cultural Environment helps understand the behaviour of consumers. This includes 'values, perceptions, preferences and behaviours' - Kotler. This is significant because it helps the managers avoid any features in their product, which would not be accepted by the consumers in that particular country. This might be because it goes against their religion, culture or traditions. The Company might want to customise their product according to the country it is sold. For example, McDonald's serve corn soup and teriyaki burgers in Japan and pasta salads in Rome. While in India where cows are considered sacred, McDonalds sell Veggie Burgers instead of beef. ...read more.


The Natural Trends affect mostly the production and the marketing activities of the new goods. Trends in this environment include shortage or scarcity of raw materials and the increase in the cost of energy - which would alter the product's price. As the levels of pollution increase, the public, government and producers are becoming more environmentally aware. These trends are having a significant impact on organisation's marketing strategies. For example McDonalds is very keen on environmentalism. All its napkins, bags, tray liners, carry-out drink trays and even most of the stationery used at headquarters are all made out of recycled materials. Although it costs the company more than $1 billion to purchase recycled materials it helps keep the 'green' image which is so meaningful these days. The macro environment refers to the larger forces that have an impact on society as a whole and not on just one or a few companies. One single firm cannot usually make significant changes to these forces and therefore it can only mold itself around these forces and adapt its marketing mix to compensate for the opportunities and threats that may arise. ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our AS and A Level Global Interdependence & Economic Transition section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related AS and A Level Global Interdependence & Economic Transition essays

  1. Discuss the impact of the Afghanistan conflict on the economy, society, political and environment. ...

    As of September 2008, all neighbouring countries have closed their borders with Afghanistan, unable to support additional refugees. Since 2002, over 5 million people have returned to their homes since the fall of the Taliban regime. In an effort to reduce the presence of Taliban fighters in their own nations,

  2. Legoland's main target market is families with young children.

    Paulton Parks catchment area is Bournemouth, Southampton and Brighton. Poulton Park is not commercialised enough. There are not a lot of improvements needed for Legoland as it is a very successful company and appeals to there target market very well. They are probably the best family park in the UK.

  1. The Board of directors of Barclays have asked me to submit a formal business ...

    Barclays as a financial institution works within the political scenario across the 60 countries practically covers the various types of political regimes that we talk about in the current global scenario. Barclays has grown from a group of English partnerships to a global bank in Europe, the USA, Latin America, Africa, the Caribbean, Asia, the Middle East and Australia.

  2. 'There is nothing in the Montessori prepared environment that is there by chance.' Discuss.

    (Spiritual and emotional) * To enable children to play, work, dine or sleep outdoor in the shelter if they choose to.(Social and physical) * A place in the garden for cultivating or planting * To enable the children to get close to nature and experience planting and watching their garden grow.

  1. Human Environment

    Malaria is one of these diseases. Natural/environmental hazards occur every so often, like tornados, floods etc, which sets the country back a few years. Wealthy countries can afford to trade goods. MEDCs usually have relatively good transport and communications for cheaper, easier trade.

  2. Leisure & Recreation: An investigation into recent trends

    This gives people more time, to spend on what they want to do. (A leisure activity). -The children = Use it for school work. For reasearch on a topic, or emailing work done at school to home. And more likely for recreational use, to play games etc.

  1. Does the Environment matter to Sociology?

    Classically, Thomas Malthus inquired into the social consequences of rapid population growth in the context of limited environmental resources with which to feed that population. By the end of the 19th century however, the pace of western industrialisation exploded and population growth continued unabated.

  2. Tourism and the Environment

    * incorporation of nature and culture as major considerations. In order to be compatible with the popular wildlife and beach attractions, laws pertaining to wildlife conservation reviewed to take the following aspects into account:- * Integration and sustainable conservation and management of wildlife.

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work