2. The External Operating Environment The external environment in which the company operates generally has a significant impact on its operation, i.e. marketing strategies, tax policy’s influence on finance. The marketing environment is consisted of macro-environment and micro-environment. The macro-environment is about the influences from political, economic, ecological, social and technological. The microenvironment is about the people that related to the company’s operation, such as suppliers and customers. In general, the macro-environment would affect the micro-environment, which means the change of macro-environment is usually earlier than that of micro-environment. This essay will focus on the analysis of the macro-environment through the PEEST method.
2.1 PEEST analysis[1] The following is a table for PEEST analysis.
|Political/Legal |Economy |
|Government law could have an impact on company’s operation, |Inflation rate could be adjusted by monetary policy. |
|i.e. environmental law, patent law. |Economy recession lead
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