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MBE 316: Marketing Principles: Macro-Environmental Scan

Guide to resources for company profiling and industry analysis

Macro-Environmental Scan

Sections of the Macro-Environmental Scan include:

A.  Competitive environment:  Using Mergent, Yahoo! Finance, or another valid source.  This is based on revenue NOT market capitalization.  Includes:  primary (3-5 of industry's biggest companies) and secondary (smaller companies) competitors within an industry, market share held by competitors.

B.  Demographic environment:  Using,, Statistical Abstract of the United States, CIA Factbook.  Who buys from this industry?  What are the income and education levels of consumers or other descriptive factors?

C.  Economic factors:  What is the economic impact of the industry (employment, contribution to GDP) and the elasticity of demand for output from the industry?

D.  Political/Legal Situation:  What are the political concerns? Is there legislation pertaining to the industry?

E.  Societal/Cultural Concerns:  With social issues, how does the industry affect consumers?  In terms of cultural considerations, how do consumers affect the industry?

F.  Natural environment concerns:  Includes cradle-to-cradle impact of industry, waste reduction and resource maximization.

G.  Technological influences:  What are the current trends and future implications?

Market Share in Industry Overview

You may be able to obtain percentages from the Industry Overview report in Business Source Complete.

  1. Find Business Source Complete under the Business Databases tab. (Log-in if necessary)
  2. Limit your results by NAICS code and publication/document type
  3. Choose a report from the results list.
  4. Look at the table of contents to see if Market Share is included.


How to make a pie chart

From Microsoft Help

Fortunately, it is easy to create a chart in Microsoft Word. Simply follow these steps:

1. Position your cursor where you would like to insert the chart

2. Open the Insert ribbon

3. Click Chart in the Illustrations section

4. Select the style of chart you would like to insert

5. Click OK

The chart will appear in your document. Additionally, an Excel worksheet opens. You can enter your data in the worksheet. Use the handle to adjust the range of data that appears in the chart. It will automatically update the chart in Word.

Once your chart is created, you can use the tools in Word to change the chart style, layout and formatting options.