Macro and Micro Marketing Environments

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The marketing process consists of conducting a situational analysis of the internal and external, macro and micro factors that affect the firms producing and selling decisions, developing a marketing strategy, developing the marketing tactics and finally the implementing the plan with suitable marketing tools like advertising and promotion. The macro environment refers to all forces that are part of the larger society and affect the micro environment. Factors affecting the organization in the Macro environment are known as PESTEL, that is: Political, Economic, Social, Technological, Environmental and Legal.

Micro Environment: is the immediate environment that impacts the business these includes suppliers, customers, local stakeholders and all the elements of the local environment in which your business operates,

Macro Environment: includes the factors impacting the business but not being in the control of the business. This includes the external environment in which businesses operates within an industry. This includes the demography, economic forces, natural forces, technology, politics, and culture.

Micro and Macro Environment of Dove:

Two microenvironment elements of Dove:

Customers – Dove has a loyal customer base constituting women and now men too of different age groups but a survey showed that Dove has elder teenage group (15 – 19) female as customers that suffer from more skin problems such as pimples, blemishes and dryness and women of the age group from 25 and older from when the skin problems start arising.

Dove has a huge loyal customer base that trusts the brand as pure and providing moisturizing and skin problem remedies the effective marketing strategy of the brand has led to huge customer acquisition.

Employees - At Unilever talent is determined as the ability to succeed so they are very much concerned to get the right kind of people. For this employee training is given due importance. They encourage diversity and openness and Unilever has a participative culture that gives its people opportunity to develop themselves.

Macro-environmental factors:

Economic Factors – Dove is widespread in many emerging economically beneficial markets such as Europe, Asia etc. There is more opportunity for the dove to enter the economically developing markets than the develop one’s recently where there is more awareness of the beauty products.

Political Factors – Having a global presence Dove has faced diverse political environmental issues such as entering in the entering in the Chinese markets it had to work on establishing joint ventures. This set ups many a times leads to reduced organizational efficiency.

Social Factors - Dove has targeted the social stigma that of the entire world’s population very few women consider themselves beautiful only around 4%. So Dove has targeted this stigma and by their advertisement policies made all women feel beautiful no matter what their sizes and color are. So this had led to a social connection with the brand.

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