Marketing Environment

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Marketing Environment
What are the differences between macro and micro environment?

Difference Between Macro and Micro Environment
Macro are external factors that can influence/affect an organisation micro are internal factors that can influence an organisation.
As described the macro factors are those that an organisation has no direct control over such as politics, religion or war. For example if an organisation wanted to enter the Iraq market it would be affected with the current situation in that country hence it will affect its ability to enter such a market. The micro factors are those that an organisation has direct control over such as production, capital in terms of labour for example so an organisation can be able to train its staff on technology so as to equip them with the ability to compete with existing competitors in terms of performance technological ability.

Difference: Macro and Micro Environment
I also believe a distinction between these two can be made where you look at how everyday decisions/activities (micro level) can affect strategic or macro decisions within an organisation.
For example, an organisation A may have a tendency of delaying payment to a supplier B due to its bureaucratic payment processing or inefficient payment operations. That same supplier B (or chain of suppliers) who have an experience of not been paid on time may in the future turn down an opportunity to enter into an agreement with that organisation A based on its previous poor payment turn around time.
As a result organisation B might not enter into a key agreement such as procuring big machinery with organization A. All this started with a mere inability to process a cheque to missing a big business opportunity; a micro activity impacting on a macro one.



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