l In this chapter, we focus on two questions:
– What are the key methods for tracking and identifying
opportunities in the macro-environment?
– What are the key demographic, economic, natural,
technological, political, and cultural developments?
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04/10/2009
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Chapter 1. Changes in global
economic economy
l In this chapter, we focus on two questions:
– What are the key methods for tracking and identifying
opportunities in the macro-environment?
– What are the key demographic, economic, natural,
technological, political, and cultural developments?
2
Analyzing Needs and Trends in the
Macroenvironment
Fad: hiện tượng, phong trào “Unpredictable, short-lived and
without social, economic and political significance”.
VD: Harry Potter
Trend: khuynh hướng: more predictable and durable
VD: thế giới di động cell phone, notebooks
Megatrends: xu thế
large social, economic, political and technological changes;
slow to form but durable about 10 years or longer
VD: * from labor intensive to hi-tech industry
* from Western to Eastern
* from government-driven to market-oriented economies
• Urbanization
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Given the definitions for fads,
trends, and megatrends presented in
the text, how would you define your
online activities? Can you identify
an online trend that is likely
to grow into a megatrend?
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l The substantial speedup of international transportation,
communication, and financial transactions, leading to the rapid
growth of world trade and investment, especially tripolar trade
(North America, Western Europe, Far East)
l The movement of manufacturing capacity and skills to lower cost
countries.
l The rising economic power of several Asian countries in world
markets.
l The rise of trade blocks such as the European Union and NAFTA
signatories.
Identifying and Responding to the Major
Macroenvironment Forces
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l The severe debt problems of a number of countries, along with
the increasing fragility of the international financial system.
l The increasing use of barter and countertrade to support
international transactions.
l The move toward market economies in formerly socialist
countries along with rapid privatization of publicly owned
companies.
l The rapid dissemination of global lifestyles.
l The gradual opening of major new markets, namely China,
India, eastern Europe, the Arab countries, and Latin America.
Identifying and Responding to the Major
Macroenvironment Forces
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l The increasing tendency of multinationals to transcend their
locational and national characteristics and become transnational
firms.
l The increasing number of cross-border corporate strategic
alliances–for example, MCI and British Telecom, and Texas
Instruments and Hitachi.
l The increasing ethnic and religious conflicts in certain countries
and regions.
l The growth of global brands in autos, food, clothing, electronics.
Identifying and Responding to the Major
Macroenvironment Forces
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l Demographic Environment
– Worldwide Population
Growth
– Population Age Mix
– Ethnic and Other
Markets
Identifying and Responding to the Major
Macroenvironment Forces
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Quá trình hội nhập kinh tế thế giới của Việt
Nam đã tạo ra những cơ hội và thách thức
nào cho các doanh nghiệp sản xuất trong
nước?
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– Educational Groups
– Household Patterns
– Geographical Shifts in
Population
– From a Mass Market
to Micromarkets
Identifying and Responding to the Major
Macroenvironment Forces
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l Economic Environment
– Income Distribution
– Savings, Debt, and
Credit Availability
Identifying and Responding to the Major
Macroenvironment Forces
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l Natural Environment
– Shortage of Raw Materials
– Increased Energy Cost
– Anti-Pollution Pressures
– Changing Role of Governments
Identifying and Responding to the Major
Macroenvironment Forces
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l Technological Environment
– Accelerating Pace of Change
– Unlimited Opportunities
for Innovation
– Varying R&D Budgets
– Increased Regulation of
Technological Change
Identifying and Responding to the Major
Macroenvironment Forces
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l Political-Legal Environment
– Legislation Regulating
Business
– Growth of Special-Interest
Groups
l Consumerist movement
Identifying and Responding to the Major
Macroenvironment Forces
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l Social-Cultural
Environment
l Views of themselves
l Views of others
l Views of organizations
l Views of society
l Views of nature
l Views of universe
Identifying and Responding to the Major
Macroenvironment Forces
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l High Persistence of Core
Cultural Values
l Existence of subcultures
– Subcultures
l Shifts of Secondary Cultural
Values Through Time
Identifying and Responding to the Major
Macroenvironment Forces