Macro-Environmental Research

Topics: Demography, Demographic economics, Management Pages: 4 (1023 words) Published: January 29, 2011
Macro-environmental trends.  This portion requires you to discuss and analyse the impact on the industry of the following factors (in case the industry competes in overseas markets, your analysis should have a corresponding dimension): ·         Social, cultural, demographic and environmental forces; ·         Political, governmental and legal forces; ·         Technological forces; and

·         Economic forces.

Macro-Environment Definition
Major external and uncontrollable factors that influence and organization’s decisoon making, and affect its performance and strategies. These factors include the economic, demographic, legal, political, and social conditions, technological changes, and natural forces. Factors that influence a company’s or product’s development but that are outside of the company’s control. For example, the macro environment could include competitors, changes in interest rates, changes in cultural tastes, or government regulations. The Macro Environment Analysis is traditionally the first step of a strategic analysis; it is sometimes referred to as an external analysis, a pest analysis or a pestle analysis. The purpose of the Macro Environment Analysis is to identify possible opportunities and threats to your industry as a whole that are outside the control of your industry. (Note: You will often be forecasting trends – like “interest rates will remain static” which may or may not be the case) When completing a macro environment analyses you will be seeking to answer the questions “what will affect the growth of our industry as a whole” and “What is the likely impact of all of the things that affect the growth of your industry” For example: An aging population is a demographic trend in many western counties, which will result in an increase in the total number of caravans sold – if you are in the caravan industry you should expect to see growth in the total size of...
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