Pest

Contents

1. Introduction 2

2. Analysis 3

2.1 The importance of the business environment analysis 3

2.2 SWOT analysis used in Micro Environment 4

2.3 PEST analysis used in Macro Environment 5

3. Recommendations 7

3.1 The Porter’s five forces 7

4. Conclusion 9

5. List of References 10

1. Introduction

The main objective of this assignment is to review the methods of the organization used to analyse the marketing environment. We also know how important the usage of these methods to analyse the marketing environment.

The overview of this assignment is I will define the definition of macro and micro environment, the tools can be used to analyse the business environment and also the importance of these tools.

The micro environment or internal factor is the forces that close to the firm or an organization. (our-marketing, 2009) [online]. The micro environment factor is located within the firm. The micro environment that surrounds the firm or an organisation can be affect by the nature. (studiowide, 2010) [online]. The micro environment consists of the potential or current customer of the company, supplier, competitors and intermediaries (distributors, wholesaler, retailer) We used the SWOT analysis to analyse the macro environment factors.

The macro environment or external factor is the factor that happens outside of the firm. It’s comprises the individual or an organization with whom a company interact. (Adrian Palmer and Bob Hartley, 2009, pg 7). The macro environment consists of the political factors, economic factor, social/ cultural factor and also technological factor. We used the PEST analysis to analyse the macro environment factors.

The marketing orientated organization has to continue evaluate the business environment because they can identify their strength, weaknesses, threat, and also their opportunities. It is also to keep their business in an organization alert. Furthermore they can always be prepared on what competition they...