Contents

• Introduction…………………………………………………………………………………..2
• Discussion…………………………………………………………………………………….2
• Macro and Micro Environment……………………………………………………………….2
• PEST and CCDS forces……………………………………………………………………….4
• Environmental Scanning………………………………………………………………………5
• Conclusion……………………………………………………………………………………..9
• References……………………………………………………………………………………..10

Description

This report will describe the nature of marketing environment and its impact on the business organizations. Te marketing environment are counted as the factors affecting the organization’s operation. Few of them are controllable and for the rest the firm needs to understand the market environment. Accordingly, the positive and negative factors can be managed. These factors are divided into three categories – Micro environment, macro environment, and internal environment.
The macro environment includes population change, media, health and safety legislation, green technology, carbon neutral, inflation, and recession. Micro environment includes employees, media, banks, customers, distributors, suppliers, and trade unions whereas internal environment includes employees, machinery, material, capital assets, company policies, and company procedures.
This paper will clearly differentiate the micro and macro environments of the business organizations, and discuss the impact of PEST and CCDS factors existing in the environment. It will also highlight the approach business organizations are conducting environmental scanning and the kind of tools to do the same.