Professional Documents
Culture Documents
Macro-environment
Thomas Anker
The view
from
nowhere
Key question
3 business environments
Why bother?
The external environment might impact on your
business
External environment is uncontrollable and
unpredictable
PESTLE analysis
Political influences
These guys and girls are influencing our businesses,
but how can we influence them?
Political influences
Politicians make the rules of the game
How can businesses influence policymaking
Political influences
Imagine a World
Without Free Knowledge
Political influences
Businesses try to influence factors such as
Tax
Education
Marketing regulations
Minimum wages
Immigration
Economic influences
Wage inflation (wage increases)
Price inflation (scarce supply price increase (e.g.
petrol))
Gross domestic product (GDP) (consumer
purchasing power)
Economic influences
Markets are partly psychological entities. Loss of
consumer confidence causes
Reluctance
Postponement
Savings
Economic influences
Marketing strategy during recessions
Socio-cultural influences
Demographics
Lifestyle
Values
Demographics
Age mix (i.e., proportion of 15-64, 65+ in a market)
Are market populations expected to rise or fall
(+India, +China, -Russia)
Gray or silver segment
Lifestyle changes
10% in US identify themselves as homosexuals
Pink segment
Going pink
Focus group research showed that gays had a
strong preference for messages target directly at
them
Spill-over: openmindedness might appeal to
libertarian cosmopolitans who are possible core
influencers
Co-creation
Consumers increasingly willing to interact with
marketers
Crowdsourcing or consumer co-creation
Alcohol
Tobacco
Children