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Macro environmental factors generally affect all firms by shaping opportunity and risk in the business-environment. Advancements in research and innovation, changes in political stability or cultural framework are macro factors often influencing long-term strategic management, or even the objectives of a firm. Intel with its microchip, for example, has shaped management strategy of firms within several industries. Most strategic management modals incorporate an environmental analysis, which scans the existing macro influences and potential opportunities. A situation analysis evaluates environmental influences in relation to internal factors, to establish an individual firm's limitations and competitivenessMicro environment is less omnipresent to some extent; the micro environment refers to factors affecting firms in a specific sector or industry. Micro factors include competition, suppliers, customers, labor and competition. The "Porter's Five Forces" modal is an industrial analysis used by firms to understand the micro environment. This strengthens management strategy against changes in micro factors, which can reverberate across the entire industry.
No, I don't think so marketeers ignore PESTEL elements in their marketing plan, as it is one of the integral part in macro level.
Dear Mohammad
I believe that when measuring or analyzing things on the basis of macro level we have to look on the large scale , especially when you are working or analysis the whole market of a particular economy, but micro is measured mainly on a particular organization and is calculated on a small scales. As PESTLE analysis is a part of strategi management which might be extremely useful by the marketeers to follow up and utilize it on a macro environment level. If it is on a micro level it is better to ignore PESTLE.
Macro level marketing is for the manager or strategist and field level marketing executives are involved in micro level marketing. The political, economic, social and technological elements PESTEL cannot be ignored by the marketing manager. In U.A.E the demand for a big car with fast acceleration but high fuel consumption would be high due to low fuel prices. But in India demand would be much higher for a smaller car with very low fuel consumption. Consumer buying patterns would also vary. In Western Europe and Americas Christmas is the time when the volume of sale of garments and consumer goods are highest. In U.A. E I think it would be during Eid that most purchase of consumer goods take place. In India it would be during Diwali and Eid. Hence PESTEL cannot be ignored. Hence we should think globally but act locally according to the market conditions.
salamun alykum mohammad
i think that every diffrent are in our mind
our view about world sya that our mind what must do
most of marketeers are finding out a great fact abour people
it is influence of culture on shopping behavior
by this fact,pestel or every non simple project is not importantfor them
PESTEL can't be ignored, Micro environment can be leveraged to an extent, Macro is a tough nut, never under control like a raging bull. Analysing both Micro and Macro together gives somewhat the whole idea of your marketing environment. Other than that, the main difference between the two is quite literal, just like the name suggests.
