Objectives

 Tracking& Identifying Opportunities in

the Macroenvironment
 Demographic, Economic, Natural,
Technological, Political, & Cultural
Developments

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 Macroenvironmental Forces

 World trade enablers

 Asian economic power
 Rise of trade blocs
 International monetary crises
 Use of barter & countertrade
 Move towards market economies
 “Global” lifestyles

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 Macroenvironmental Forces

 Opening of “new” markets

 Emerging transnational firms
 Cross-border strategic alliances
 Regional ethnic & religious conflict
 Global branding

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 Demographic Environment

Worldwide Population Growth

Population Age Mix

Ethnic Markets

Educational Groups

Household Patterns

Geographical Shifts in Population

Shift from Mass Market to Micromarkets

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 Economic Environment

Income Distribution
Subsistence economies
Raw-material-exporting economies
Industrializing economies
Industrial economies

Savings, Debt, &

Credit Availability
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 Changing Role
of Government

Higher Pollution Natural Shortage of

Levels Environment Raw Materials

Increased Costs
of Energy
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 Accelerating Pace Unlimited Opportunities
of Change for Innovation

Issues in the Technological

Environment

Varying Increased
R & D Budgets Regulation

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 Increased
Legislation
Political-
Legal
Environment

Special-
Interest
Groups

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 Social/Cultural Environment

Of
Oneself

Of Of
the Universe Views Others
That Express
Of Values Of
Nature Organizations

Of
Society
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 Social/Cultural Environment

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 Review

 Tracking& Identifying Opportunities in

the Macroenvironment
 Demographic, Economic, Natural,
Technological, Political, & Cultural
Developments

©2000 Prentice Hall