The macroenvironment encompasses the larger societal forces that affect the entire microenvironment of a company, creating opportunities and threats. These forces are beyond the control of the company and include: demographic, economic, natural, technological, political, and cultural forces.
Analyzing the macroenvironment is critical to strategic planning because it sets the rules of the game in the marketplace. Successful companies are those that anticipate changes in the macroenvironment and proactively adapt their marketing strategies to take advantage of new trends.
