Macro-Environmental Forces

Environment	What it is?	Relevant indicators (Examples of what to study?)
Demographic	This environment refers to the broad characteristics of people that make up any geographic unit of analysis as nation, state, region, or country.	Population size, density, age structure, gender, occupation, ethnic mix, geographic distribution.
Economic	This environment concerns with issues that affect the nature and direction of the economy in which an organization operates.	Disposable income, purchasing power, interest rate, consumption pattern, GDP growth, unemployment rate, inflation.
Political's Legal	This environment concerns with issues related to legislative and electoral politics, regulations, including regulatory agencies, and interest group pressures.	Government stability Wage/ price controls, Variety of legislation such as equal opportunities, health and safety, tax policy, lawsuits, patents/ copyrights.
Technological	This environment concerns with changes in product/ service technologies and process technologies.	Research and development activities, new product/ service development, productivity improvement, applications of knowledge, information management.
Social/ Cultural	This environment concerns with values that people hold and some broad societal trends.	Lifestyles, work/leisure balance, family unit size and composition, social relationships, women in the workforce, propensity to travel, social awareness of disability.
Natural/ Ecological	This environment concerns with issues pertaining to environmental sustainability.	Water quality, solid waste, air quality, conservation, recycling, energy management.

The changes in one environment may affect changes in another. There are many sources you can use if you are interested in conducting an environmental scanning and the following are some examples:

-Publications (i.e. newspapers, trade journals)

-Observations

-Attendance at trade shows

-Conversations with customers, suppliers, employees, etc.

-Internet

-Government documents

Concluding example: The rapid expansion of Starbucks to China can be attributed to the distinctive macro-environmental forces that have been shaping the country and its demand for coffee. Specifically, the open economic policy in China and the development of the Chinese economy have provided great opportunities for foreign investors like Starbucks. The increasingly wealthy Chinese people and the one-child policy in China have led to a young generation of customers who are responsive to Western trend such as coffee drinking. Today, Starbucks has succeeded in transforming coffee drinking habit into a unique lifestyle in China. The success of Starbucks worldwide should also be attributed to the company's commitment to minimize the environmental impact and help create a healthy planet.

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