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Macro environment is the major externaland uncontrollable factors that influence anorganization's decision making, and affect

its performance and strategies.

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The forces of macro environment are"

 #emographic

 $conomic

 

 %atural Technological

 &olitical

 ultural

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!n organization's microenvironment consists ofnonspecific aspects in the organization'ssurroundings that have the potential to affect theorganization's strategies. (hen compared to a firm'stask environment, the impact of macroenvironmental variables is less direct and the

organization has a more limited impact on theseelements of the environment.

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 %estle is the world's leading %utrition, )ealth and (ellnesscompany.

Their mission of '*ood +ood, *ood ife' is to provideconsumers with the best tasting, most nutritious choices in awide range of food and beverage categories and eatingoccasions, from morning to night.

The ompany was founded in -// by )enri %estl0 in1evey, 2witzerland, where our head3uarters are still locatedtoday. %estle employs around 45 555 people and havefactories or operations in almost every country in the world.

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Demographic Environment

#emography is the study of human population in terms ofsize, density, location, age, gender, race, occupation andother statistics. This demographic environment is importantas it involves people and people make up the markets. 6ykeeping this in mind %estle 6angladesh designs their

marketing policy as like as products of %estle in !mericaand products of %estle in 6angladesh are totally different.+or example we only see %escafe, that is a coffee productof %estle but we don7t see appuccino of %estle. The

reason behind this is demographic environment, becausenestle knows that there are only few consumer who wants itand knows about this product and for this it is not found in6angladesh.

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Trades re3uire consumers demand, buying power,income, wealth, willingness to pay and also people.The economic environment consists of factors thataffect consumer purchasing power and spending patterns. 6y keeping this in mind %estle brings

 products that suit the economic environment. their product is not so expensive, products are affordableeven to the middle class family and also they arehighly available. (e can easily find the %estle

 product in any grocery or retailer shops. (e cantake examples of M!**$ ,%escafe, %$#8, kitkatetc.

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The natural environment involves the natural resources that are neededas inputs for producing outputs, which are traded later. f the naturalresources are scarce in any country, the production will be less forsure. The major trends of natural environment are shortage of rawmaterial, increased pollution, increased government intervention.6angladesh has some control over natural resources. 8nly because ofshortage of money, these cannot be utilized properly. 6ut although

 %estle started its operation in -99 and its factory is situated in2reepur, *azipur. %estle 6angladesh directly employs :/4 people and

more than -555 people are employed by suppliers and distributors inconnection to %estle. Their current products in 6angladesh are %ido,

 %escaf0, Maggi noodles and soup, breakfast ereals, offee;Mate and+ox7s crystal candy.

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The technological environment is the most

dramatic force that is shaping the destiny of acountry. %ew technologies create new marketsand opportunities. The country that is

technologically advanced can easily cope upwith the changes in any type of environment. %estle has developed a large number of differenttechnologies. +or example< +ermentation and

 probiotics, $xtrusion, )ealthier fats, +oam booster technology, Malt extraction, and &ortiondispensing systems which are coming one by

one to 6angladesh.

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The political environment consists of laws, governmentagencies and pressure groups that influence or limitvarious organizations and individuals in a country. Thelaws affect the major trends of political environment in

a country. %estle sincerely performs all the respectivecorporate duties. $ach year, they pay a significant

 portion of revenue as tax to government exche3uer andmaintain an obliging relationship with the government

of 6angladesh. 6y thinking of laws and pressure groupsthey don7t ask very high price for their product inmarket.

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The cultural environment is made up of institutions andother forces that affect a country7s basic values,

 perceptions, preference and behavior. This environment

shows long; term trend toward a lessening trust ofinstitution, increasing patriotism, greater appreciationfor nature, a new spiritualism and the search for moremeaningful and enduring values. =eeping this in mind

 %estle 6angladesh always take their product decision.+or example" %estle 6angladesh always make -55>)alal food as the majority of the people in 6angladeshare muslims.

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 %estle is the biggest food and beverage company inthe world, but they want to be addressed as

 %utrition )ealth and (ellness ompany ?%)(@across the globe and to achieve that goal theyfollow the major forces of macro environment.

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The $nd

Thank Aou