Macro environment is the major external

and uncontrollable factors that influence an

organization's decision making, and affect
its performance and strategies.

The macro environment can determine whether

businesses will expand, whether consumers will spend
more, whether seniors will have enough for retirement,
whether homelessness will rise and many other broader
issues. In turn, the macro environment can advance or
deter government policy, regulatory changes and even
encourage or discourage entrepreneurship. Additionally,
many businesses wax and wane with the business cycle
and thus are very attentive to macro environmental
conditions.

The forces of macro environment are:

Demographic
Economic
Natural
Technological
Political
Cultural

An organization's microenvironment consists of

nonspecific aspects in the organization's
surroundings that have the potential to affect the
organization's strategies. When compared to a firm's
task environment, the impact of macro
environmental variables is less direct and the
organization has a more limited impact on these
elements of the environment.

Nestle is the world's leading Nutrition, Health and Wellness

company.
Their mission of 'Good Food, Good Life' is to provide
consumers with the best tasting, most nutritious choices in a
wide range of food and beverage categories and eating
occasions, from morning to night.
The Company was founded in 1866 by Henri Nestl in
Vevey, Switzerland, where our headquarters are still located
today. Nestle employs around 280 000 people and have
factories or operations in almost every country in the world.

Demographic Environment
Demography is the study of human population in terms of
size, density, location, age, gender, race, occupation and
other statistics. This demographic environment is important
as it involves people and people make up the markets. By
keeping this in mind Nestle Bangladesh designs their
marketing policy as like as products of Nestle in America
and products of Nestle in Bangladesh are totally different.
For example we only see Nescafe, that is a coffee product
of Nestle but we dont see Cappuccino of Nestle. The
reason behind this is demographic environment, because
nestle knows that there are only few consumer who wants it
and knows about this product and for this it is not found in
Bangladesh.

Trades require consumers demand, buying power,

income, wealth, willingness to pay and also people.
The economic environment consists of factors that
affect consumer purchasing power and spending
patterns. By keeping this in mind Nestle brings
products that suit the economic environment. their
product is not so expensive, products are affordable
even to the middle class family and also they are
highly available. We can easily find the Nestle
product in any grocery or retailer shops. We can
take examples of MAGGIE ,Nescafe, NEDO, kitkat
etc.

The natural environment involves the natural resources that are needed
as inputs for producing outputs, which are traded later. If the natural
resources are scarce in any country, the production will be less for
sure. The major trends of natural environment are shortage of raw
material, increased pollution, increased government intervention.
Bangladesh has some control over natural resources. Only because of
shortage of money, these cannot be utilized properly. But although
Nestle started its operation in 1998 and its factory is situated in
Sreepur, Gazipur. Nestle Bangladesh directly employs 462 people and
more than 1000 people are employed by suppliers and distributors in
connection to Nestle. Their current products in Bangladesh are Nido,
Nescaf, Maggi noodles and soup, breakfast Cereals, Coffee-Mate and
Foxs crystal candy.

The technological environment is the most

dramatic force that is shaping the destiny of a
country. New technologies create new markets
and opportunities. The country that is
technologically advanced can easily cope up
with the changes in any type of environment.
Nestle has developed a large number of different
technologies. For example; Fermentation and
probiotics, Extrusion, Healthier fats, Foam
booster technology, Malt extraction, and Portion
dispensing systems which are coming one by
one to Bangladesh.

The political environment consists of laws, government

agencies and pressure groups that influence or limit
various organizations and individuals in a country. The
laws affect the major trends of political environment in
a country. Nestle sincerely performs all the respective
corporate duties. Each year, they pay a significant
portion of revenue as tax to government exchequer and
maintain an obliging relationship with the government
of Bangladesh. By thinking of laws and pressure groups
they dont ask very high price for their product in
market.

The cultural environment is made up of institutions and

other forces that affect a countrys basic values,
perceptions, preference and behavior. This environment
shows long- term trend toward a lessening trust of
institution, increasing patriotism, greater appreciation
for nature, a new spiritualism and the search for more
meaningful and enduring values. Keeping this in mind
Nestle Bangladesh always take their product decision.
For example: Nestle Bangladesh always make 100%
Halal food as the majority of the people in Bangladesh
are muslims.

Nestle is the biggest food and beverage company in

the world, but they want to be addressed as
Nutrition Health and Wellness Company (NHW)
across the globe and to achieve that goal they
follow the major forces of macro environment.

The End

Thank You