Be the first to like this
Some unlucky defects on the events of “Commonwealth Games 2010” affected the credibility of India Organising Committee and the country in serious jeopardy. According to an online poll by `The Times of India` among 31.000 Indians, 97% percent has believed that the government and the organising committee have wrecked the image of the country. The general public, and also the globe are waiting for that the wrecked image of the Games must be repaired. To able to do this maintenance, the organising committee should focus on an effective marketing strategy for a possible future Games in India by analysing the factors which caused the fails.
Working organisations are effected by two main factors which are called micro and macro environment factors. In definition, the micro environment factors are the internal factors which can be controlled by the organisation, and the macro environment factors are the multiple external factors which cannot be fully controlled by the organisation. It is so important for being successful to understand and analyse how these factors impact the organisations’ strategy, plans and acts. (Kotler, 2003).
The factors such as physical environment, natural factors, socio-cultural factors, demographic factors, economic factors, technical knowledge, political and legal factors are the including of the macro environment. (Hollensen, 2010). One of the equivalent analysis, used for the macro environmental forces analysis, is known PEST -political, economic, socio-cultural and technical; analysis. (Blythe, 2009).