Macro-environment context

Giep Franzen

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...

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