Public Relations and Social Marketing

PUBLIC RELATIONS AND SOCIAL MARKETING 4(1+3)

Lesson 14 : Scanning Market Environment

Macro-environment

• External forces: The macro environment is the set of forces typically outside the influence of the social marketer but must be taken into account, as they may either currently have an impact on your target market or are likely to in the near future. In each of the follow­ing seven categories, you will be noting any major trends or events you may want to take advantage of (opportunities) or prepare for (threats). Remember, you are inter­ested in those related to the purpose and focus for your plan:

• External Publics: Groups outside the organization other than current partners and alliances that could have some impact on your efforts (good or bad) and/or your target audience, including new potential partners
  

• Cultural Forces:Trends and happenings related to values, lifestyles, preferences, and behaviors often influenced by factors such as advertising, entertainment, media, consumer goods, corporate policies, fashion, religious movements, health concerns, environmental concerns, and racial issues
  

• Technological Forces: Introduction or potential introduction of new technologies and products that may support or hinder the effort. This includes all developments from antibiotics and surgery to nuclear missiles and chemical weapons to automobiles and credit cards.
  

• Demographic Forces:Trends and changes in population characteristics, including age, ethnicity, household composition, employment status, occupation, income, and education
  

• Natural Forces:Forces of "nature," including ones such as famine, fires, drought, hurricanes, energy supply, water supply, endangered species, and floods
  

• Economic Forces: Trends affecting buying power, spending, and perceptions of economic well-being.
  

• Political/Legal Forces: Potential laws and actions of governmental agencies that could affect campaign efforts or the target audience. Analyze the opportunities and threats as they influence the organization externally.
  

• Opportunities
  A major purpose for scanning the external environment is to discover opportuni­ties that can take advantage of and build into the plan. External attractive factors that represent the reason for an organization to exist and develop.
  

• Threats: External factors, beyond an organization’s control, which could place the organization’s mission or operation at risk.