KEY FORCES IN EXTERNAL

ENVIRONMENT (MACRO)

Political
Forces international
trade, intervention
in economy and
lobbying activities

Economic
Forces
interest rates,
exchange rates,
national income,
inflation, stock
market

Social,
Cultural and
Demographic
Forces
ageing population,
attitudes to work,
income
distribution

Technologica
l Forces
innovation, new
product
development, rate
of technological

Environmental
Forces
global warming,
environmental
issues

Legal Forces

competition law,
health and safety,
employment law