Discuss how the six macro-environments (demographic, economic, natural, technological, political, and social/cultural) forces may affect the marketing of a drink or food company.

1421 WordsNov 30, 20046 Pages
Discuss how the six macro-environments (demographic, economic, natural, technological, political, and social/cultural) forces may affect the marketing of a drink or food company. Companies and their suppliers, marketing intermediaries, customers, competitors, and publics all operate in a macro-environment of forces and trends that shape opportunities and pose threats. Within the rapidly changing global picture, the firm must monitor six major forces: demographic, economic, natural, technological, political-legal, and social-cultural. Although described separately, marketers must pay attention to their interactions, because these will lead to new opportunities and threats. Demographic Environment In the demographic environment, marketers…show more content…
This creates a large market for pollution-control solutions, such as scrubbers, recycling centers, and landfill systems. Changing role of governments: governments vary in their concern and efforts to promote a clean environment. Many poor nations are doing little about pollution, largely because they lack the funds or the political will. Richer nations are able to help the poorer nations control their pollution, but even the richer nations today lack the necessary funds. For Pepsi-Cola, the packaging of Pepsi is closely related to the natural environment. If litter and solid waste problems continue to plague nations, a bottle bill might be passed, resulting in Pepsi available only in returnable bottles. If this is imposed, additional costs will be tied to it. Technological Environment This is one of the most dramatic forces shaping people's lives. The economy's growth rate is affected by how many major new technologies are discovered. New technology also creates major long-run consequences that are not always foreseeable. Therefore, the marketer should monitor the following trends in technology: the pace of change, the opportunities for innovation, varying R&D budgets, and increased regulation. Accelerating pace of change: many of today's common products were not available 40 years ago. An increasing number of ideas are being worked on, and the time between the appearance of new ideas and their successful

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