- 1. 2011-2012UNIVERSITA DEGLI STUDI DI TRIESTEMARKETINGFINAL
PRESENTATIONANALYSIS OF THE TURKISH MACRO-ENVIRONMENT
2. CONTENT:THE MACRO ENVIRONMENT ANALYSIS (PESTANALYSIS) HOW TO
DO MACRO ENVIRONMENT ANALYSIS? TYPES OF MACRO ENVIRONMENT ANALYSIS
POLITICAL FACTORSTABLE 1: Major Issues of Factors of the
MacroEnvironmental Analysis ECONOMIC FACTORS SOCIAL CULTUREL
FACTORSTABLE 2 : Quarterly Population Growth Rate inTurkeyTABLE 3 :
Population by Urban -Rural Distribution in Turkey TECHNOLOGICAL
FACTORS EXAMPLE OF PEST ANALYSISPest Analysis of Pepsi 3. THE MACRO
ENVIRONMENT ANALYSIS( PEST ANALYSIS ) The macro environmental
analysis is the first step in creating the Environmental Analysis.
The macro environment examines the general business climate as it
relates to the organization. The macro environment is primarily
concerned with major issues and upcoming changes in the
environment. The acronym for the macro analysis is PEST. The four
areas of interest are Political; Economic; Social-cultural and
Technological. 4. HOW TO DO MACRO ENVIRONMENTANALYSIS? In terms of
assessing and analyzing the industry, it important to considerthe
following : What industry does your business fall under? For
example; miningindustry, motor vehicle industry, textile industry,
agricultural industry, pulpand paper industry and many more. Do you
have an understanding of where the industry has come from
(past),where the industry is today (present), and where the
industry is going(future)? What is the size of your industry? Is
the industry growing or declining? What are the key trends in the
industry? Who are the key players in the industry? What are the
risks associated with the industry? What are the key success
factors? What are the barriers to entry? Do you have an
understanding of the value chain? Consider the entirevalue chain
from the Manufacturer to the final consumer. 5. TYPES OF MACRO
ENVIRONMENT ANALYSISPolitical Economic Taxation policy The general
economicsituation in the world Trade regulations International
economic organizationsGovernment stability Business cycles
Unemployment policy Inflation and exchanges ratesGoverrnment
legislation Economic growth and changes in GNP andGDP Government
policies Interest ratesGovernment stance on competition Tax rates
Relevant laws Resources of money and credit, insecuritystatus
International relations The existence of labor force Energy
existence and cost Unemployment levelsSocial- Culturel Age
distribution Technological Education level Technological changes
Income level Innovations Population growth Speed of technonogical
changes Life expectancies Research and development expenditures
Religion Improved communication and knowledgetransfer 6. POLITIC
FACTORS : The macro environment analysis will identify changes
inthe position politicians take on issues. A current exampleis a
shift towards greener policies in the developed world.Some of
political factors are as follows : Taxation policy Trade
regulations Government stability Unemployment policy Goverrnment
legislation Government policies Government stance on competition
Relevant laws International relations 7. ECONOMIC FACTORS : The
macro economic environment analysis will identify trendssuch as
changes in personal disposable income, interest rates,inflation and
unemployment rates. Typically we encounter theeconomic factors are
as follows : The general economic situation in the world
International economic organizations Business cycles Inflation and
exchanges rates Economic growth and changes in GNP and GDP Interest
rates Tax rates Resources of money and credit, insecurity status
The existence of labor force Energy existence and cost Unemployment
levels 8. SOCIAL - CULTURAL FACTORS : The macro social-cultural
environment analysis willidentify trends in societies beliefs,
behaviors, valuesand norms. Such as the number of workers,
attitudestowards global warming, make up of the familystructure.
Some of the social cultural factors are asfollows : Age
distribution Education level Income level Population growth Life
expectancies Religion 9. QUARTERLY POPULATION GROWTH RATE
INTURKEYPeriodsPopulation Growth Rates 1955-196028,53
1960-196524,62 1965-197025,19 1970-197525,01 1975-198020,65
1980-198524,88 1985-199021,71 1990-200018,3 10. POPULATION BY
URBAN-RURAL DISTRIBUTIONIN TURKEY Population of Urban Population of
RuralNumber (million)% Number (million) %Years1955 6,927
28,817,13771,219608,86 31,918,69568,11965 10,80634,420,58565,61970
13,69138,521,91461,51975 16,86941,823,47958,21980
19,64543,925,09256,11985 26,866 53 23,799471990 33,326 59
23,147411997 40,882 65 21,98335 11. TECHNOLOGICAL FACTORS : The
macro technological environment analysiswill identify changes in
the application oftechnology. A current example is a shift
towardsonline transactions and in some areas a shiftaway from
online transactions. There are sometechnological factors that
affect macroenvironment analysis are as follows : Technological
changes Innovations New or improved channels Speed of technonogical
changes Research and development expenditures Improved
communication and knowledge 12. EXAMPLE OF PEST ANALYSISPEST
ANALYSIS OF PEPSI : The PEST analysis method has been successfully
applied by Pepsi, whichhas obtained economic advantage in its
industry. The PEST analysismethod and examples specific to Pepsi
are seen in the following factors: Political: The manufacture,
delivery, and use of numerous Pepsi productsare subject to many
federal regulations, like the Food, Drug and CosmeticAct. The
business is also governed by government and foreign rules.
Theinternational business is subjected to the political stability.
Economic: The products of Pepsi are influenced by the raw material
yieldbeing used in the soft drinks, juices, etc. All distribution
is affected by thecost of fuel. Operations in international markets
involve the study ofunpredictable changes in foreign exchange rate.
The economic impacts ofsuch movements are serious because these
affect the growth. Pepsi isalso subjected to availability of
energy, supply of money, business cycles,etc. Social - Culturel:
Lifestyle has great influence on the use of Pepsiproducts, and
their advertisements are designed accordingly. Introductionof Pepsi
products in the international market requires an in depth study
ofthe local social structure. Technology: Pepsi is influenced by
the modern manufacturing techniquesapplicable to their business
divisions of soft drinks, juices, and snackfood. Pepsi has to focus
on the latest distribution techniques, and other 13. by
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