MACRO-ENVIRONMENT:

Its the collection of uncontrollable forces and conditions facing a person or a company, including demographic, economic, natural, technological, political, and cultural forces.

Macro-environment consists of six major factors that affect an organization externally depending on its marketing strategy. They are i. ii. iii. iv. v. vi. Demographic Environment: Economic Environment: Natural Environment: Technological Environment: Political Environment: Cultural Environment:

I. DEMOGRAPHIC ENVIRONMENT:
Demography is the study of human populations in terms of size, density, location ,age, gender, race, occupation etc. For a company like Sony who has different products for different ages need to keep a close eye on the demographic environment. So that when a new product is launched it is targeted to right age group, or occupation at a right time and location.

II. ECONOMIC ENVIRONMENT:

The economic environment consists of factors that affect consumer purchasing power and spending patterns. Sony has to consider its products prices and quality before the launch of its products. For example; the buying power in Europe and North America is considerably more than the third world countries.

III.

NATURAL ENVIRONMENT:

Natural environment are the natural resources that are needed as inputs by the marketers or that which are affected by marketing activities. Especially the following trends: Shortages of raw materials. Increased pollution. Increased government intervention.

IV.

TECHNOLOGICAL ENVIRONMENT:

The technological environment is the most dramatic of all the environments. The changes in the technology are so rapid that no one can predict it. Sony is a technology dependent company. So keeping an eye on the technology and keep ahead of the competitors is the vital role for Sonys survival.

V. POLITICAL ENVIRONMENT:
The political environment consists of Laws, Government agencies and pressure groups that influence or limit various organizations and individuals in a given society. Sony before mass producing a product for a country or a region has to take permission from Government and other authorities.

VI.

.CULTURAL ENVIRONMENT:

The cultural environment is made up of institutions and other forces that affect a societys basic values, perceptions, preferences and behaviors.

Technology has become a trend which changes from region to region. Keep ahead of this and taking advantage is a successful companys main agenda. P.E.S.T analysis can also come in Macro-environment.

PEST ANALYSIS:
PEST identifies the political, economic, social, technological, environmental, and legal factors that of which directly affect Sony.

i. POLITICAL:
Trade, return, and warranty restrictions Employment law is crucial to maintain cost effective and legal in a specific country. Introduction to Euro, the exchange may drop in the UK making Sony easier to expand.

Production and distribution of a multitude of consumer electronic products. Interest rates play an important role in a companys growth and price factor of the products; The fall in unemployment rates may cause Sony some problems in the process of recruiting new employees in the business. Specific regions economic growth, inflation rates, and exchange rates, and due to current economic crisis.

ii. ECONOMIC:

. Social factors include health consciousness of customer Older population tends not to be interested in latest products rather they might be interested in simple ones. Some Asian and African countries may not be able to buy Sonys products.

iii.

SOCIAL:

iv.

TECHNOLOGICAL:

Digital age is the future developing aspect of the consumer electronics. The production, storage and marketing of Sony products can be effected by increased use of new technology.

Technology and innovation has been Sonys passion and they made a breakthrough in 2002 by launching PS2, which included enhanced graphics. This was followed by the PS3 in 2007 which had Blu-ray