Presentation by

Sadia Haq
Understanding the
Principles of Marketing
UMKD6K-15-1

Week 2 – Lectorial 2
Semester 1
Exploring MACRO
Environmental Analysis
2022-23
Lectorial outcomes…

• Recap key points from the Week 2 lectures

• Explain how to present your MACRO points within your Appendix of

Findings
 Reminder: MACRO Environment

MACRO MACRO MICRO

P…POLITICAL Environment Brand/Company
E…ECONOMIC Competitors
S…SOCIOCULTURAL MICRO Customers
Environment
T…TECHNOLOGICAL Suppliers
L…LEGAL Intermediaries
E…ENVIRONMENTAL Publics
(Aguiler, 1967)
Activity – How to
present your MACRO
research in your
Appendix of Findings
Political example if your
brand was…

a) Lots of people are worried the government’s Covid-19

policy will mean they can’t go abroad on holiday this year

b) 73% of consumers say the government’s Covid-19 policy

prevented them booking a 2021 holiday abroad (Mintel,
2020)
Political example if your
brand was…

a) Lots of people are worried the government’s Covid-19

policy will mean they can’t go abroad on holiday this year

b) 73% of consumers say the government’s Covid-19 policy

prevented them booking a 2021 holiday abroad (Mintel,
2020)
Economic example if your
brand was…

a) Consumer spending over the final quarter of 2020 fell by

3.5% compared with the previous quarter (The Guardian,
2021)

b) Cadbury reduced the price of their Freddo chocolate bar in

2018 (The Independent, 2018)
Sociocultural example if
your brand was…

a) University students don’t like cooking so this is a real

opportunity for Heinz because it means they can develop a
new range of tinned products, for example, they could
make more vegan food and they could get the Vegan
Society to endorse it and also get a vegan influencer to
promote it, such as Minimalist Baker who has 1.7m
followers on Instagram

b) Students are among the biggest consumers of convenience

foods; 53% eat ready-to-cook foods at least once a week
(Mintel, 2019)
Technological example if
your brand was…

a) 5G networks will begin opening in major UK cities during

the second half of 2019 (Mintel, 2019)

b) 27% of respondents rented a film over the Internet in the

last 12 months (Mintel, 2009)
Legal example if your brand
was…

a) Government plans to introduce allergen labelling legislation

for prepacked foods by summer 2021 (Gov.uk, 2019)

b) From June 2019, Advertising Standards Agency rules

prohibit promotions depicting gender-stereotypical activities
(The Guardian, 2019)
Environmental example if
your brand was…

a) Blue Planet 2 (BBC, 2017)

b) Supermarkets now put over 900,000 tonnes of plastic

packaging on their shelves a year (Environmental
Investigation Agency and Greenpeace UK, 2019)
Conclusion
• A number of broad forces that affect not only the brand, but also the
other actors within the MACRO environment (e.g. the brand’s
competitors)
• In the main, brands have no influence over the MACRO
environment, they just need to anticipate and respond
• Within your Marketing Audit, every MACRO point should be:
o Presented as a bullet point
o Described using a succinct sentence
o Substantiated with an academically credible source
Any questions?