Customer Relationship Management Marketing Macro Environment Economics EssayA business and its forces in its micro environment operate in larger macro environment of forces that shape opportunities and pose threats to the business. It refers the major external and uncontrollable factors that influence an organizations decision making, and affect its performance and strategies. This involves factors outside of the direct control of the business. These macro-factors such as the economy, government policy and social change can have a significant effect on a firms success but the relationship is fairly one way. A change in the exchange rate can affect the ability of a firm to sell abroad; for example, the pound rose in value to nearly 2 dollars in 2007 making UK exports expensive in America or Chinese government support on continued devaluation of their Yuan currency made them penetrate and sell more and cheaper in worldwide market. The increasing interest in healthy eating has boosted organic sales.
