This document discusses how to track opportunities in the macroenvironment. It identifies several macroenvironmental forces including world trade, emerging markets, and globalization trends. It then examines the demographic environment including worldwide population growth and shifts. The economic environment section explores income distribution and the development of economies. Other sections cover the natural environment, technological environment, political-legal environment, and social/cultural environment. The goal is to help identify opportunities arising from developments in these broad external factors.

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Objectives
Tracking & Identifying Opportunities inTracking & Identifying Opportunities in
the Macroenvironmentthe Macroenvironment
Demographic, Economic, Natural,Demographic, Economic, Natural,
Technological, Political, & CulturalTechnological, Political, & Cultural
DevelopmentsDevelopments

3. ©2000 Prentice Hall
Macroenvironmental Forces
World trade enablersWorld trade enablers
Asian economic powerAsian economic power
Rise of trade blocsRise of trade blocs
International monetary crisesInternational monetary crises
Use of barter & countertradeUse of barter & countertrade
Move towards market economiesMove towards market economies
““Global” lifestylesGlobal” lifestyles

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Macroenvironmental Forces
Opening of “new” marketsOpening of “new” markets
Emerging transnational firmsEmerging transnational firms
Cross-border strategic alliancesCross-border strategic alliances
Regional ethnic & religious conflictRegional ethnic & religious conflict
Global brandingGlobal branding

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Demographic Environment
Worldwide Population GrowthWorldwide Population Growth
Population Age MixPopulation Age Mix
Ethnic MarketsEthnic Markets
Household PatternsHousehold Patterns
Educational GroupsEducational Groups
Geographical Shifts in PopulationGeographical Shifts in Population
Shift from Mass Market to MicromarketsShift from Mass Market to Micromarkets

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Economic Environment
Income DistributionIncome Distribution
Subsistence economiesSubsistence economies
Raw-material-exporting economiesRaw-material-exporting economies
Industrializing economiesIndustrializing economies
Industrial economiesIndustrial economies
Savings, Debt, &
Credit Availability
Savings, Debt, &
Credit Availability

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Natural
Environment
Higher Pollution
Levels
Higher Pollution
Levels
Increased Costs
of Energy
Increased Costs
of Energy
Shortage of
Raw Materials
Shortage of
Raw Materials
Changing Role
of Government
Changing Role
of Government

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Accelerating Pace
of Change
Accelerating Pace
of Change
Unlimited Opportunities
for Innovation
Unlimited Opportunities
for Innovation
Increased
Regulation
Increased
Regulation
Issues in the Technological
Environment
Issues in the Technological
Environment
Varying
R & D Budgets
Varying
R & D Budgets

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Political-
Legal
Environment
Political-
Legal
Environment
Increased
Legislation
Increased
Legislation
Special-
Interest
Groups
Special-
Interest
Groups

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Social/Cultural Environment
OfOf
OrganizationsOrganizations
OfOf
NatureNature
OfOf
OneselfOneself
OfOf
SocietySociety
OfOf
the Universethe Universe
OfOf
OthersOthers
Views
That Express
Values
Views
That Express
Values

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Social/Cultural Environment

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Review
Tracking & Identifying Opportunities inTracking & Identifying Opportunities in
the Macroenvironmentthe Macroenvironment
Demographic, Economic, Natural,Demographic, Economic, Natural,
Technological, Political, & CulturalTechnological, Political, & Cultural
DevelopmentsDevelopments