Macro and Micro Marketing Environments

The marketing process consists of conducting a situational analysis of the internal and external, macro and micro factors that affect the firms producing and selling decisions, developing a marketing strategy, developing the marketing tactics and finally the implementing the plan with suitable marketing tools like advertising and promotion. The macro environment refers to all forces that are part of the larger society and affect the micro environment. Factors affecting the organization in the Macro environment are known as PESTEL, that is: Political, Economic, Social, Technological, Environmental and Legal.

                        

Micro  Environment:  is  the  immediate  environment  that  impacts  the  business  these  includes  suppliers,  customers,  local   stakeholders  and   all  the  elements  of  the  local  environment  in  which  your  business  operates,

 

Macro  Environment:  includes the  factors impacting the  business but not  being in the control  of the business.  This includes the external environment in which businesses operates within an industry.  This includes  the demography,  economic forces,  natural forces,  technology,  politics,  and culture.

 

Micro and Macro Environment of Dove:

Two microenvironment elements of Dove:

Customers – Dove  has  a  loyal  customer  base  constituting  women  and  now  men  too  of  different  age  groups  but  a  survey  showed   that Dove  has elder  teenage   group  (15 – 19)  female  as  customers  that  suffer  from  more  skin  problems  such  as  pimples,  blemishes  and   dryness   and   women  of  the  age  group  from  25  and  older  from  when  the  skin  problems  start  arising.

Dove has  a  huge loyal   customer base   that trusts the  brand as  pure and  providing moisturizing  and skin problem remedies  the effective  marketing strategy  of the brand  has led to huge customer  acquisition.

Employees - At Unilever talent is determined as the ability to succeed so they are very much concerned to get the right kind of people. For this employee training is given due importance. They encourage diversity and openness and Unilever has a participative culture that gives its people opportunity to develop themselves.

Macro-environmental factors:

Economic  Factors – Dove is widespread  in many emerging economically  beneficial markets  such as   Europe,  Asia etc. There is more opportunity for the dove to enter the economically developing markets than the develop one’s  recently where there is more awareness of the beauty products.

Political  Factors – Having a  global presence  Dove has  faced diverse  political environmental  issues such  as entering  in the  entering in  the   Chinese markets  it had  to work on establishing  joint ventures. This set  ups many  a  times leads to reduced  organizational efficiency.

Social  Factors  -  Dove has  targeted the  social stigma  that of  the entire  world’s  population very  few women  consider themselves  beautiful only  around  4%. So  Dove has  targeted this  stigma and  by their  advertisement policies  made all women  feel beautiful no matter  what their  sizes and color  are. So this  had led  to a  social connection with the brand.

 

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