Objectives

 Tracking & Identifying Opportunities in

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

©2000 Prentice Hall

 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
WorldwidePopulation
PopulationGrowth
Growth
Population
Population Age
AgeMix
Mix
Ethnic
EthnicMarkets
Markets
Educational
Educational Groups
Groups
Household
HouseholdPatterns
Patterns
Geographical
Geographical Shifts
Shiftsin
inPopulation
Population
Shift
Shiftfrom
fromMass
MassMarket
Market to
toMicromarkets
Micromarkets
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 Economic Environment

Income
Income Distribution
Distribution
Subsistence
Subsistenceeconomies
economies
Raw-material-exporting
Raw-material-exportingeconomies
economies
Industrializing
Industrializingeconomies
economies
Industrial
Industrialeconomies
economies

Savings,
Savings, Debt,
Debt, & &
Credit
Credit Availability
Availability
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 Changing
Changing Role
Role
of
of Government
Government

Higher
HigherPollution
Pollution Natural Shortage
Shortageof
of
Levels
Levels Environment Raw
RawMaterials
Materials

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

Issues
Issues in
in the
the Technological
Technological
Environment
Environment

Varying
Varying Increased
Increased
R
R&&DD Budgets
Budgets Regulation
Regulation

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 Increased
Increased
Legislation
Legislation
Political-
Political-
Legal
Legal
Environment
Environment

Special-
Special-
Interest
Interest
Groups
Groups

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 Social/Cultural Environment

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