What is Macroenvironment? Definition of Macroenvironment, Macroenvironment Meaning and Concept

The macroenvironment is used to define those external forces that will have an indirect impact on the organization, and that exist regardless of whether there is commercial activity or not. We must also bear in mind that the company will not be able to exert any influence on the macro environment.

To put the macro environment in our mind, we will remember that it is one of the two dimensions that make up the marketing environment. His study is related to macroeconomics.

What is the macroenvironment for?

It is essential to dedicate time to the study of the macro environment because it will depend on it that the company creates a good planning and strategy that allows it to face threats and take advantage of opportunities.

The macroenvironment is made up of the following forces:

Demographic: behavioral trends of the population classified by classical criteria, such as:

  • Sex
  • Age.
  • The birth and death rates.
  • The population pyramid.
  • The level of studies.
  • Migratory movements.

Economic: Trends related to the purchasing power of families and countries.

  • The income level
  • the GDP
  • Unemployment
  • The interest rates
  • the inflation
  • The monetary policies, among others.

Natural: Everything that affects the raw material necessary for the final product or service.

  • Pollution and the measures carried out by the government to control it.

Policies : Companies are influenced by political systems, laws dictated by governments, as well as monetary and fiscal policies .

Technological: Currently it is the force that is transforming the market the most, creating new technologies that replace the old ones, providing new opportunities to companies, but also presenting important threats.

Socio-cultural : Trends in the lifestyle, values ​​and beliefs of society, which give meaning and identity. For marketers, the study of this force is of special interest when creating a product or service according to consumer tastes.