This document discusses the macroenvironmental forces that influence marketing management, including the demographic, economic, natural, technological, political, and cultural environments. It then provides a case study on Reliance Industries Limited (RIL), an Indian conglomerate operating in various business sectors. Recent developments indicate a potential rift growing between RIL and the new Modi government, as the government has deferred a gas price hike favored by RIL, imposed fines on RIL for gas production shortfalls, and launched investigations into allegations of money laundering by RIL.

1. MARKETING MANAGEMENT
SUBMITTED BY:
ABHISHEK TIWARI
ASHISH PAWAR
AYUSH MAHESHWARI
PRATIK GHOSH
PALLAVI RANI
RICHA PURI

2. MACRO ENVIRONMENT
• The major external and uncontrollable
factors that influence an organization's decision making, and affect
its performance and strategies. These factors include the economic
factors; demographics; legal, political, and social conditions;
technological changes; and natural forces.
• Specific examples of macro environment influences
include competitors, changes in interest rates, changes in cultural
tastes, disastrous weather, or government regulations.

3. FORCES IN COMPANY’S MACROENVIRONMENT

4. DEMOGRPAHIC ENVIRONMENT
• Demography is the study of
human populations in term of
sizes, density, location, age,
gender, race, occupation, and
other statistics. The
demographic environment is a
major interest to marketers
because it involves people, and
people make up markets.

5. ECONOMIC ENVIRONMENT
• The economic environment
consist of factors affecting
consumers purchasing
power and spending
patterns both across and
within their world markets.

6. NATURAL ENVIRONMENT
•The natural
environment involves
the natural resources
that are needed as
inputs by marketers or
that are affected by
marketing activities.

7. TECHNOLOGICAL ENVIRONMENT
• The technological
environment is perhaps the
most dramatic force now
shaping our destiny. Forces
that create new
technologies, create new
product and market
opportunities.

8. POLITICAL ENVIRONMENT
• The political environment
consist of laws, government
agencies, and pressure groups
that influence and limit
various organizations and
individuals in the given
society.

9. CULTURAL ENVIRONMENT
• The cultural environment
is made up of institutions
and other forces that
affect a society’s basic
values, perceptions,
preferences, and
behaviors.

10. CASE STUDY ON RELIANCE INDUSTRIES
• Reliance Industries Limited (RIL) is
an Indian conglomerate holding
company headquartered in Mumbai, Maharashtra,
India. The company operates in five major
segments: exploration and production, refining and
marketing, petrochemicals, retail and
telecommunications.
• The group is present in many business sectors
across India including petrochemicals,
construction, communications, energy, health care,
science and technology, natural resources, retail,
textiles, and logistics.
• RIL is the second-largest publicly traded company
in India by market capitalization and is the second
largest company in India by revenue after the
state-run Indian Oil Corporation. The company is
ranked No. 99 on the Fortune Global 500 list of the
world's biggest corporations, as of 2013.RIL
contributes approximately 14% of India's total
exports.

11. Is Mukesh Ambani falling out with the Narendra Modi government? Mukesh and Reliance Industries Ltd (RIL)
have been at the receiving end of a couple of “strong” government decisions -- the biggest one being to keep gas
price hike in abeyance.
UPA-II had set April 1 as the date for the hike, but left it to the next government to take a final decision later. “It
was expected that no sooner does Narendra Modi come to power, the hike would be announced. But that has
not happened, giving the first indication that all was not well between Mukesh and the government,” said a
source in the BJP.
Sources also speculate that the government may be buying time before helping RIL. An e-mail sent to RIL late
evening did not elicit any response. “It is too short a notice,” said the spokesperson. That has not happened in
the first 45 days of Modi’s rule. This is being read as proof of a “rift between RIL and the Modi government”.
That Reliance decided to hit back by deferring investments in fresh fields like the R-cluster in KG-D6 Block is
also being taken as proof of a “fall from grace’ for RIL and Mukesh Ambani. A second reason, cited by sources
in the BJP, for the alleged fallout between Mukesh and the government is linked to the CAG reports on 2G that
indicated that RIL had rigged conditions in its favour to bag the 4G contract, and which it used to launder
money. There is an AAP angle to this allegation, too. Supreme Court lawyer and AAP member Prashant
Bhushan has filed a petition for the cancellation of RIL’s 4G deal. Coming in handy for Bhushan was the Modi
government’s decision to bring back black money stashed away abroad in six months, for which the
government set up a special investigation team (SIT).

12. The AAP troubleshooter forwarded a loaded letter to SIT on Black Money, alleging that Mukesh Ambani was a common
money launderer, who used the 4G contract route to turn black money to white. “Reliance is laundering its ill-gotten
profits from KG Basin through Singapore and depositing the same into accounts of Mr. Mukesh Ambani,” Bhushan
wrote in his letter to ML Meena, member secretary, SIT on Black Money. “There have been two detailed CAG reports
that says RIL is involved in inflation of capital expenditure, over-invoicing and siphoning of money from the KG
Basin D6 Block. There is clear indication that such amounts are being laundered and funneled back into Reliance
companies,” he said. The latest proof that RIL and the Modi government are not on the same page and that Modi
will not go out of his way to smoothen things out for RIL is the $579million fine the government has slapped on RIL
for continuous shortfall in KG Basin gas production. Gas price hike deferment led RIL and its other partners in KG-D6
basin Niko Resources and British Petroleum to file arbitration against the government, which many considered as an
arm-twisting exercise. Nonetheless, the new government has made it amply clear over the last two months through
various announcements that it is not in favour of a sharp rise in gas price.. The oil ministry also slapped an
additional penalty of $579 million for natural gas production shortfall from KG-D6 block for the financial year 2013-
14. The penalty in the form of disallowing costs incurred on the field is for missing the target in 2013-14. With this,
the total costs disallowed to RIL will increase to $2.375 billion. Another recent document which was passed by oil
ministry to the cabinet committee also indicated that RIL should not be allowed new gas price for KG-D6 produce
until it is able to meet the shortfall in gas output over the last four years.