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Microenvironment consists of the organisation's various departments, competitors, customers, marketing intermediaries and publics. The microenvironment represents the strengths and weaknesses of the organisation. The organisation has partial control over the factors of its microenvironment.
The macro environment consists of the factors such as demographic, economic, natural, technological, political and cultural environments of the market place. These environments represent opportunities and threats of the organisation and the organisation do not have control over them. This report further discusses about the demographic factors in terms of the ageing population, its geographic shifts, education level and family structure of the population...
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