The document discusses analyzing a company's marketing environment. It identifies the internal, micro, and macro environmental factors that affect an organization's relationships with customers. The internal environment includes management changes, employee morale, and financial issues. The micro environment refers to suppliers, competitors, and customers. The macro environment comprises political, economic, technological, and socio-cultural influences. A PEST analysis assesses these uncontrollable macro factors to determine threats and opportunities for the organization.

1. Analyzing the marketing
environment
By: Ahmed Mustafa
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(B2B) marketing
(B2C) Consumer markets
(G2C) markets
C2C (consumer-to-consumer) or P2P (peer-to-peer)
Types of markets

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Marketing Environment
The market environment is a marketing term and
refers to factors and forces that affect an organization’s
ability to build and maintain successful relationships
with customers.
The marketing environment represents a mix
between the internal and external forces which
surround an organization and have an impact upon it,
especially their ability to build and maintain
successful relationships with target customers.

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Marketing
Environment
Internal
Environment
Macro
Environment
Micro
Environment

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Internal environmental factors are events that occur
within an organization. Generally speaking, internal
environmental factors are easier to control than external
environmental factors. Some examples of internal
environmental factors are as follows:
Internal environmental
Management changes
Employee morale
Culture changes
Financial changes and/or issues
Machinery and material

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Micro environment :
 Micro environment refers to the forces closely
influencing the company and directly affect the
organization’s relationships. The factors include the
company and its current employees, its suppliers,
marketing intermediaries, competitors, customers
and the general public. These forces can sometimes
be controlled or influenced.

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Macro environmental factors include social,
economic, political and legal influences, together
with demography and technological forces. These
are sometimes referred to as the PEST factors. The
organization cannot control these forces, it can only
prepare for changes taking place.
Macro environmental

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Political Technological
Economic Socio-cultural

9.  A PEST analysis should feed into a SWOT
analysis as it helps to determine the threats
and opportunities represented by macro-environment
forces that the organization usually cannot control. On
an international basis, it is best to perform the analysis
on a country-by-country basis because factors can
differ greatly between countries (or even regions).

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Responding to Environment
Marketers can respond in three basic
ways to their environment
doing nothing
being proactive
reacting

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Doing nothing Reacting
Proactive

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