WSJO HND in Bussiness Marketing Plan

MARKETING PLANNING macroenvironment

Karolina Janiszewska

WSJO HND in Bussiness Marketing Plan

Macroenvironment

• Economic environment• Political / fiscal and legal environment• Technological environment• Social and cultural environment• Natural environment• Demographic environment

WSJO HND in Bussiness Marketing Plan

• All macroenvironment factors should be analyzed as opportunities and threats at the same time

• it means that one factor could be company’s both opportunity and threats

WSJO HND in Bussiness Marketing Plan

Economic environment

• Inflation

• Unemployment

• Energy costs

• Level of price

• Consumption rate

• Intrest rates

• Rate of return

• Materials availability

• Gross Domestic Product

• Currency exchange

Information source: GUS, economic web sites

WSJO HND in Bussiness Marketing Plan

Basic economic terms - Inflation

• Inflation is a rise in the general level of prices over time. It may also refer to a rise in the prices of a specific set of goods or services. In either case, it is measured as the percentage rate of change of a price index

• There are many measures of inflation. For example, different price indices can be used to measure changes in prices that affect different people. Two widely known indices for which inflation rates are reported in many countries are the Consumer Price Index (CPI), which measures consumer prices, and the GDP deflator, which measures price variations associated with domestic production of goods and services.

WSJO HND in Bussiness Marketing Plan

Basic economic terms - GDP

• The gross domestic product, or GDP, of a country or of some other geographical region is one of the ways of measuring the size of its economy. GDP is defined as the total market value of all final goods and services produced within a given country or region in a given period of time (usually a calendar year). It is also considered the sum of value added at every stage of production (the intermediate stages) of all final goods and services produced within a country in a given period of time, and it is given a money value.

• The most common approach to measuring and understanding GDP is the expenditure method:– GDP = consumption + gross investment + government spending

+ (exports − imports)

WSJO HND in Bussiness Marketing Plan

Political / fiscal / legal environment

• Nationalization• Union legislation• Taxation• Duty increases• Regulatory constrains

WSJO HND in Bussiness Marketing Plan

Technological environment

• Aspects of product and / or production technology which could profoundly affect the economics of the industry– New technology– Cost savings– Materials– Components– Equipment– Machinery– Methods and systems

• Infrastructure (roads, Internet)

WSJO HND in Bussiness Marketing Plan

Social and cultural environment

• Education• Immigration• Emigration• Religion• Trends• Consumer life style

WSJO HND in Bussiness Marketing Plan

Natural environment

• Climate• Geographic placement• Soil quality

WSJO HND in Bussiness Marketing Plan

Demographic environment

• Level of birth• Household quantity• Age distribution• Regional distribution• Population distribution and dynamics

Information source: GUS, economic web sites