Macro-environment context

Successful brands manage to adapt to their three environments of operation: the macro-environment, the micro-environment, and their internal environment.

Macro-environment context

Giep Franzen

Brands are successful as long and as far as they manage to adapt to the developments in their environment. We can distinguish between the macro-environment, the micro-environment, and the internal environment of the brand (Kotler, 2000).

The macro-environment includes 8 realms:

  1. Demographic: Trends in size and composition of the population.

  2. Natural: Availability of natural resources; developments in the natural environment.

  3. Technological: Development of new technological know-how and resources; speed of these developments.

  4. Economic: Economic developments; personal income; income distribution; buying-power.

  5. Political/legal: Political developments; legislation; influence of pressure groups.

  6. Ecological:Effects of...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands