(2019) ‘Marketing strategy for game developer based on micro and macro environment in Indonesia’, Journal of Global Business and Social Entrepreneurship (GBSE), 5(14), pp. Keeping track of them is an essential factor in ensuring a successful marketing campaign. Macro environmental factors affect consumer spending, political moods, and overall values, which predetermine the product they need and can purchase. A thoughtful marketing manager should be able to identify and analyze the changes on political, economic, socio-cultural, and technological levels to convey a proper marketing strategy. The macro-environment affects all industries in one way or another. Analyzing these factors is an integral part of the marketing manager’s job in forming a strategy.

High inflation and low employment level change the target audience, product positioning, and promotion strategy or platform. Luxury goods industries may be specifically impacted by the fluctuations in consumer behavior (Hudrasyah et al., 2019, p. The global economy state predominantly affects the consumers’ willingness and ability to spend, so the marketing should focus on portraying the necessity and accessibility of the product when the market falls (Hudrasyah et al., 2019, p. The macro-environment often influences the success of a particular marketing strategy and the organization’s performance.

The company may also heavily depend on these factors in a cyclical or finance industry.

They may deal with production, spending, and overall price level in the economy. Relating to a particular company, they determine how specific macroeconomic conditions affect the company’s performance (Maqin and Hendri, 2017, p. Economic factors define the public spendings political ones form the attitudes social ones regulate the public values and technological ones generate the findings to solve the problems (Mbithi, Muturi, and Rambo, 2017, p. Macro environmental factors affect all the organizations on a global scale in a long-term perspective and include political, social-cultural, economic, ecological, and technological categories.

Macro environment analysis example