Macro-Environmental Analysis


The overall aim is to evaluate ways in which changes within the organisation’s MACRO environment might impact upon marketing strategies and activities of a global organisation.

You will be assessed on your ability to:

Within a hypothetical scenario of a potential change in any of the MACRO environment forces of the organisation:

  • Critically evaluate the company’s strategies for sustainable competitive advantage, segmentation (including targeting and  positioning) and branding
  • Critically evaluate the potential impacts on the company’s customer behaviour and how it might change
  • Identify and critically assess two opportunities for growth within the organisation’s MACRO environments
  • Make clear links to the marketing theory that underpins your work
  • Write a logical, well-presented and accurately referenced piece of work

The length of the report will be 2,000 words +/- 10%. The word count limit is there to test your skills of conciseness and focus – keep your work relevant to the subject matter.

Key sections with suggestions as to word count:

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