MARK301 Lecture Notes - Lecture 5: Air Canada, Canadian Imperial Bank Of Commerce, Consumerism
13 Jul 2018
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Document Summary
Technological changes technological reach is increasing at a rapid rate compared to only a few decades ago it took the radio 38 years to reach an audience of 50 million, much faster for the tv, the internet, and facebook. Globalization there are 367,000 babies born in a day but the percentage of where these babies are born are not equally distributed on average, food travels 1200 km to reach your plate. 70% of canadians pay attention to social issues when making purchasing decisions. The changes to the macroenvironment will affect how actors behave in the microenvironment. 1. analyze and accept environmental forces adapt strategies to avoid threats and take advantage of opportunities the environment is uncontrollable - watch and react! (watch things happen) the environment is changeable - manage it! (make things happen) 2. some things are uncontrollable - the company must simply watch and react other things are changeable - take aggressive action to shape the environment.
