Macro-environmental factors are the environmental factors that affect the marketing strategies of the organization although it has limited chances of manipulating them. They include political-legal, socio-cultural, international and technological factors. The organization can define these factors in terms of scanning for better understanding of all opportunities and threats it may face together with the required strategic devices to adjust so as organization can attain and maintain competitive advantage (Kotler & Armstrong, 2006). Macro-environmental factors originate from outside of the organization and they cannot be changed by the organization’s actions. Specifically an organization can get great challenges when there changes in this factor of environment but the organization itself cannot affect the environment.
The legal environment forces organizations to become complex while affecting business operations directly. It is difficult for businesses to operate their activities without meeting obligations relating to regulations of the law. Some of the regulations that may affect bussines organizations include consumerism regulations, competitive and relations of employees. Most of regulations are associated with regulatory agencies. The US has the powerful regulatory agencies that include Occupational Safety and Health Administration (OSHA), Equal Employment Opportunity Commission (EEOC), Environmental Protection Agency (EPA) and many others. ...