Macroenvironment/ General Environment

Macroenvironment - that is, the broader economic, global, technological, demographic,
social, and political context in which companies and industries are embedded

Macroeconomic forces affect the general health and well-being of a nation or the regionaleconomy of an organization, which in turn affects companies’ and industries’ability to earn an adequate rate of return .
The macro environment consists of all thefactors that would affect every firm in the same industry: the economy,government policy, the ecology, the social and cultural environment.
The economic environment is essentially about the level of demandin the country, or in the world in the case of a global company. The socio-cultural environment includes: demographic forces; culture; social responsibility and ethics; consumerism.
The political and legal environment affects businesses in two mainways: first, governments pass laws that affect business, and second, the
prevailing government sets the general tone of behaviour for the countryas a whole (although in a democracy it might be argued that the
mood of the country decides which party is elected).
The political environment includes the regulatory environment. The macro environment is difficult to influence, and impossible tocontrol .

Sources:

⠀ Hill, C. W. L., Jones, G. R. (2008). Essentials of strategic management(2nd ed.). Cengage Learning (P. 69).

⠀ Blythe, J. (2009). Key concepts in marketing. Sage (P. 25-28).