4) Examine the macro-marketing environment of the country you are considering en
ID: 1220502 • Letter: 4
Question
4) Examine the macro-marketing environment of the country you are considering entering (I am considering MACY'S entering THAILAND). Address, analyze, and present the following:
A) Economic environment
B) Competitive environment
C) Technological environment
D) Social environment
E) Governmental/legal environment
5). Address, analyze, and present how suitable the host country (THAILAND) is with respect to the firm’s business (MACY'S). In other words, how well does the country (THAILAND) provide a comfortable place for the retailer (MACY'S) to reside? Address the following:
A) Cultural proximity to US
B) Socio-cultural barriers
C) Market size
D) Direct and Indirect Competitors
E) Geographic proximity to US
F) Land and labor costs
G) Current Multinational agreements (with whom & if so, how does this impact your move into the country)
Explanation / Answer
Q4:- The macro marketing environment study is addressed as follows:-
A) Economic environment:- The economic environment is an important factor which affects the producer’s production and the consumer’s decision making process. This comprises of many factors like levels of employment, unemployment, the cost of raw materials, monetary policies, exchange rates within the countries etc. Thailand in the current scenario has shown an increase in the consumer spending in the country as compared to past years. The retail sales has shown a positive increment in the country. This means that the economic environment for Macy to enter Thailand has shown a positive result.
B) Competitive environment:- Macy is the world’s number one departmental store offering products such as apparel, accessories, cosmetics , home furnishing etc contributing to around 6% of the global share followed by the other competitors. The emerging market in the South East Asian countries have caught the attention of the world.
C) Technological environment:- Macy has been successful enough in moving with the pace of the world and entered in the e market successfully in order to compete with its other competitors and has marched towards online shopping. E commerce has expanded its web very successfully in Thailand. Thus the online purchasing of Macy’s products in Thailand will have a positive impact on the sales.
D) Social environment:- The Social environment has always been responsible for the success of any organization. Since it is very important to know that the production of the products do not create any adverse effect on the society. Whereas Macy is considered it has taken many steps to reduce its impact on the environment such as installing energy saving LED lamps in stores nationwide, making use of solar power, digital receipts. Also Macy’s private brands is a member of Sustainable Apparel Coalition (SAC) which is a trade organization which basically works towards the reduction of the various harmful effects of apparel and footwear products around the globe on the environment.
E) Governmental/legal environment:- It is always important that sound marketing should always be done by taking into consideration the legal framework of the country. It must always adhere to the local rules and the legalities.
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