The Changing Market Environment-Equine Science

We we refer to the marketing environment we are referring to a number of factors that have a profound impact on how the organisations is run.  The marketing environment is made up of the following:

1. Macro-Environment
2. Micro Environment

The Macro Environment is often referred to as PEST, STEP and STEEPLE. The Macro factors are factors that are outside the control of the organisation and as an organisation we have to ensure that our plans are flexible enough to allow for changes in the Macro Environment.  The following are the Macro Environmental Factors:

Political/Legal-Laws (Company and consumer), Pressure groups, European Union and the ASAI

Economical-Recession, interest rates, consumer's disposal income, unemployment and inflation

Technological Forces-Fast pace of technological change, cost of research and development and increased regulation.

Society-deomographic environment, cultural influences on marketing, corporate social responsibility and  consumer market

Environmental -physical forces