Macro Environment

By Cynthia Dameshghi,Charlotte Hughes, Gowa Sebit Iwa, Kellie Kearns & Monika Niciejewska

Cynthia Dameshghi – Technology Environment

Charlotte Hughes – Socio-Cultural Environment

Gowa Sebit Iwa – Demographic Environment

Kellie Kearns – Economic Environment

Monika Niciejewska – Natural Environment

Topic

by Cynthia Dameshghi

The Technology Environment

Twitter and Starbucks , enabled gift certificates to be exchanged via tweets using the hash tag #tweetacoffee

All you have to do is tweet at another Twitter user in order to give a $5 digital eGift voucher

STARBUCKS, TWITTER LAUNCH GIFTING PLATFORM VIA TWEETS

Fastcompany.com By Austin Carr

To use the service, you first have to sync your Starbucks account with your Twitter account.

however, the system is smart enough to know that RTs and @ replies to an eGift tweet don't necessarily mean a user is interested in giving another e-gift.

A tweet has to specifically follow the program's rules to work

Fastcompany.com By Austin Carr

It's also likely to drive business to its stores and perhaps entice more users to use Starbucks's digital tools. With 218 million users, Starbucks are sure to see an increase in sales as it makes it an easier access for customers.

Technology helps business’ like Starbucks to keep a record of what products are being sold the most and the least which helps them develop new products or terminate ones that are not making them money.

Advantages of Technology in a Business

It also helps them with their communications as they can interact with their customers easier by using live chats online or simply over video calls. For Starbucks, it'll give the brand a new digital and social avenue to interact with consumers as they are using twitter to show their product.

Email marketing is an effective and low cost method to reach a large group of people with a newsletter, coupons or business updates. By Starbucks using a hash tag on twitter, it’s easy to track their activity.

With technology, the consumers privacy is taken away to a certain extent.

Having cutting-edge technology is an on going expense. Especially if it breaks down because of the high maintenance cost.

risk of cyber crime is high. According to the U.S. Department of Justice- people as young as 21 are running technology-based crime rings, stealing consumer information and costing customers and companies millions of dollars.

Disadvantages of technology in a business

The Socio-Cultural

Environmentby Charlotte Hughes

Socio- cultural environment A set of beliefs, customs, practices and

behaviour that exists within a population.The socio-cultural environment

◦Language◦Culture◦Aesthetics◦Social class◦Religious Beliefs◦Attitudes◦values

National Library increases its exposure by sharing pictures on

Google platform An online collaboration between the

National Library of Ireland and Google could be the first step in the creation of a virtual Irish museum

The National Library has given items from 3 past photography exhibitions, available for free online on Google Cultural Institute.

This institute provides a platform for museums and galleries to showcase digital copies of their items. Its worked with hundreds of institutes internationally.

‘’what this does is it allows us to take advantage of the platform that’s there to put those photographs online . . . and bring them to the attention of people all over the world,” said Katherine McSharry, head of services at the library.

She also said :“The National Library has 5.3 million photographs; the plan is to facilitate as much of the material as possible, ultimately millions and millions of items.”

The Demographic Environment

by Gowa Sebit Iwa

Is known as the study of population as the following:

◦ Age◦ Race◦ Gender◦ Economic status◦ level of education◦ Income level and employment

Demographic

Segmenting a population into demographics allows companies/business to assess the size of a potential market and also to see whether it’s products and services are reaching that company's most important consumers. 

Demographic

Retail giant Tesco plans to share data gathered from the shopping behaviour of Irish households with tech start-ups through investment fund launched by Dunnhumby, Ireland, the US and all across the global.

Tesco to share shoppers behaviour data with tech

start-ups

Dunnhumby established Tesco’s Club card loyalty scheme in 1994 and was bought outright by the company in 2011.

Dunnhumby set up its Irish office in Dublin in 2005 and now employs 35 people

Dunnhumby

The information will be gathered by Tesco from more than 400 million homes in Ireland/world wide & will be used to design products that both retails sector/consumers would have interest in.

Tesco to share shoppers behaviour data with tech start-ups

The whole point of this is that, they are trying to figure out why consumers buy certain goods/product, by finding out all that information it will help retailers market more effectively

Tesco to share shoppers behaviour data with tech

start-ups

The Economic Environment

by Kellie Kearns

The Economical Environment The economical factors of the macro-

environment refers to the current economic trends in the economy that directly affect businesses and consumers.

These factors include:◦Interest Rates◦Inflation◦Recessions◦Tax Rates

Current trends in the Irish Market

Prices rose marginally in August as the price of drinks education and restaurants climbed higher.

Prices were 0.2% higher in September 2013 compared to that of September 2012.

High inflation rates leads to lower purchasing power for consumers resulting in a lower demand for products and services.

There was a 1.6% increase in costs for restaurants and hotels, caused by the higher alcohol prices.

While we are still suffering the effects of the recession, a clear signal that we are on our way to recovery is the growth in employment.

The growth of employment has grown by 2% in 2013 compared to 2012.

Examining the statistics and examining the factor, the ESRI suggest a forecast of 2% growth in the GNP this year.

Example Because of inflation rates increasing

consumers are becoming more conscious of their spending.

UK retailer Morrison is set to see a rise in sales for the first time in two years. After suffering severely in the economic crisis the company is slowly healing leading up to the Christmas period by gaining the trust of consumers already conscious of their spending.

Their chief executive, Dalton Philips said, “We know it is going to be a competitive market, it always is at this time of year, but we are feeling more comfortable with our direction of travel and have a certain level of confidence as we go into this quarter," 

By introducing a number of Christmas deals and a customer loyalty system they have been able to increase their sales by 1% over the past 13 weeks.

By Monika Niciejewska

The Natural Environment

A genetically modified organism (GMO) is an organism whose genetic material has been altered using genetic engineering techniques. Organisms that have been genetically modified include micro-organisms such as bacteria and yeast, insects, plants, fish, and mammals. 

http://wikipedia.org

Genetically modified foods are foods produced from organisms that have had specific changes introduced into their DNA using the methods of genetic engineering.

Genetically modified foods

http://wikipedia.org

Ban GMO’s in Canada

http://google.com

http://gmoinside.org

6%

94%

2008

yes no

Is presence od GMOs in your food is signifant for

you?

60%40%

2013

yes no

*PBS DGA survey

How did marketers use that public discussion?

How did marketers use that public discussion?

Cynthia Dameshghi – The Technology Environment Carr, Austin, 2013. STARBUCKS, TWITTER LAUNCH GIFTING PLATFORM VIA TWEETS. [Online]

Available at: http://www.fastcompany.com/3020715/starbucks-twitter-launch-gifting-platform-via-tweets. Last accessed 4th Nov 2013

Charlotte Hughes – The Socio-Cultural Environment Dan Griffin. (2013). National Library increases its exposure by sharing pictures on Google

platform. Available: http://www.irishtimes.com/culture/national-library-increases-its-exposure-by-sharing-pictures-on-google-platform-1.1579973. Last accessed 7th Nov 2013.

Gowa Sebit Iwa – The Demographic Environment Boran, Marie, 2013. Tesco to share shoppers’ behaviour data with tech start-ups. [Online] 

Available at: http://www.irishtimes.com/business/sectors/retail-and-services/tesco-to-share-shoppers-behaviour-data-with-tech-start-ups-1.1540011

Bibliography

Kellie Kearns – The Economic Environment Butler, S. & Monaghan, A., 2013. The Guardian. [Online]

Available at: http://www.theguardian.com/business/2013/nov/07/morrisons-weak-consumer-confidence-online-delivery[Accessed 7 November 2013].

Davey, J., 213. Reuters. [Online] Available at: http://uk.reuters.com/article/2013/11/07/uk-morrisons-sales-idUKBRE9A608R20131107[Accessed 7 November 2013].

Monika Niciejewska – The Natural Environment Płonka, Robert, 2013. Eko, kurka!. [Online]

Available at: http://nowymarketing.pl/a/2333,eko-kurka