1. Purpose of Marketing
Environment Analysis
To know where the environment is
heading to observe and size up the
relevant events and trends in the
environment

2. • To assess the scope of various
opportunities and shortlist those that can
favourably impact the business.
• Setting the Opportunities and Threats.
• SWOT

3. Mega/Macro Environment
Factors
• Demographic Environment :
• Business depends on consumers,
demographic has to be considered very
important.
• Factors like, age, population, growth
rate, Religious composition, and
• Literacy Levels to be studied.

4. Macro Environment
• Demographic Environment
• Socio Cultural Environment
• Economic Environment
• Political Environment
• Natural Environment
• Technology Environment
• Legal Environment
• Government Policies.

5. Demographic Environment
• Population Next to china, India is more,
• Growth Rate growing at 2% every year,
• One Billion population in 2001.
• Life Expectancy is 62 years avg.
• Literacy rate is 65%, 17 % in 1951.
• Three and half millinion engineers and
scientists

6. Socio Cultural Environment
• Culture:
• Religion, Language education etc.,
• Some Cultural Values are deep rooted
cannot be changed very easily.
• Consumption habits, lifestyle changes
has to be closely monitored,

7. • Social Class:
• Social class determined by , income level,
Occupation Location of residence etc.,Keeps
changing, has to be closely monitored.
• Religion and Language are two elements of
a culture.
• Major changes are taking place in the culture
arena, owning to increased exposure to
different lifestyles, impact of the media,
increasing industrialisation and consequent
mobility of population, and the process of
globalisation.

8. Changing Position of Women
• In india, the position of women, especially in the
growing middle class segment of the population,
is indeed changing fast. Role of simple house
wife, she is now being transformed into an
educated employed member, sharing the
responsibilities of the home with the man.
• In an environmental survey, one actually looks
for such shifts taking place, since they can end
up as opportunities or threats for the firm.

9. Economic Environment
• Indian Economy is growing in recent years
at 6% plus on an average.
• FDI flow is good in indian economy.
• Political Environment:
• Stability of government is very important,
public sectors dominated a lot, now
changing

10. Natural Environment
• Natural Resources:
• Raw Materials very important for any
organization,trends Governing the costs has
to be analysed, energy important factor plays
vital role in any business firm.
• Ecology :
• Environmental pollution, protection of
abudant natural resources

11. • Climate :
• Raw materials concerned with climate,
climate conditions has to be studied
indepth, marketing territories has to be
studied appropirately.