The success of an enterprise depends on many factors. This applies to the internal environment of the company and external factors, which often do not depend on the actions of the company, but they must be constantly taken into account. Analysis of macro environment factors makes it possible to investigate the forces that influence the microenvironment of an enterprise. This includes the demographic situation, political, economic, as well as legal, international, technical, cultural, educational and environmental factors.
The company's goal is to generate income from the results of its activities and marketing services are called upon to ensure the production of goods that will be attractive to target markets. The macro environment of enterprise marketing affects not only the micro environment of your enterprise, but also the competition, but it is impossible to influence it. Therefore, these factors have to be investigated and taken into account in the planning of production work. It is possible to obtain reliable information about the macroenvironment from secondary information - that is, from various kinds of documents and publications, reference books, the Internet, as well as through surveys of buyers, suppliers and monitoring the behavior of competitors.
The macro environment of marketing requires a serious approach and careful analysis, since the elements of the internal and, accordingly, the external environment are very closely intertwined and interdependent. Without knowing this environment, an enterprise cannot function normally and be competitive in the market. It follows that the study and study of the environment can ensure the successful promotion of the company to its intended goals. Analysis of macro environment factors is designed to help design a control system for external, vital processes and take measures to reduce risks. It will also provide an opportunity to influence the demand of consumers, and the actions of suppliers and competitors.
The macro environment of marketing should consider:
- Economic factors, which include: purchasing power, unemployment, taxation, inflation, cost of the consumer basket, credit availability, level of population savings.
- Political factors - legal forms, legislative standards for protecting the rights of the population and the interests of the public, regulation of the activities of enterprises matter here.
- The demographic factors of the marketing macro environment are also taken into account, because gender and age structure, migration, population growth, consumer dynamics, and population distribution according to the principle of urban and rural regions are also important here. All this affects the formation of demand for products and, accordingly, for all activities of the enterprise as a whole.
- Natural factors, which include rising prices for raw materials and the consumption of natural resources without the possibility of replenishment.
- Technical factors - the level of scientific and technological progress, the speed of innovation, new technologies, the ability to introduce more advanced methods of production and marketing, the ability to transfer most marketing research to the Internet, the improvement of processes within the enterprise using computerization, and so on.
- Cultural factors - here, such concepts as trust in the state, attitude to the enterprise as a whole, responsible attitude to work, in particular, matter. All this affects the attitude of the manufacturer to its activities and to the buyer as well. Here it is necessary to take into account historical, ethnic and religious traditions, which has an important effect on consumer demand.
Thus, it becomes clear that the macroenvironment of entrepreneurship, unlike the microenvironment, cannot be controlled directly by the enterprise, but it is possible to take into account all these factors and use them for more stable and productive work of the company.