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Companies need to be able to adapt to these changes but as they are factor which are beyond a firm’s direct control they can often be seen as threatening. However, changes in the external environment also create new opportunities as well as threats. All of these changes within the macro environment can have large impact on consumer behaviour and spending.
Retailing is the set of activities that markets products or services to consumers for there own personal or household use. (Newman and Cullen (2002)
The macro-environment investigates the impact of PEST factors, these factors affect a company's planning and performance because they are part of a forever changing market...
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