Delorean's Jeans Macro Environment

The Company's Macro Enviroment

Marketing Environment:

The environment of a company includes the actors and forces that affect its performance. The marketing environment is divided in two parts;

Micro environment:

These are the actors which are close to the company that affect the company’sability to serve its customers. It includes company, suppliers, market intermediaries,customers, competitors and publics.

Macro environment:

Larger societal forces that affect microenvironment. These forces aredemographical, economical, natural, political, technological and cultural environment.

Demographic Environment:

• The study of human populations in terms of size, density, location, age, gender,race, occupation, and other statistics is know as demography.
• Demographics of our company are as follows:
• Different price ranges and offers for various income groups
• Teens and youngsters age bracket: 15-25 & 26-40 years
• We develop products for both Male and Female

Economic Environment:

The economic environment consists of patterns that affect buying power and patterns. The economic environment is characterized by more consumer concern for value and shifting consumer spending patterns. Today’s Squeezed consumers are seekinggreater value, which is the right combination of good quality and service at a reasonable price. The distribution of income is also shifting. So our company has tailored our marketoffers to two different markets which are: “the affluent” and the “less affluent”Some of the families are earning Rs 20,000 to 25,000 per month but moderatefamilies that are the big part of economy are earning above Rs 40,000 per month in which251,428 families are included which is 16% of Lahore’s population. So this economicfactor affects the purchasing behavior very effectively.

Political Environment:

There is political instability and terrorism in Pakistan. When the reign of onegovernment is finished the new government changes all the plans and actions of the previous government. Due to these factors interest and tax rates changes and the rate of development decreases. Secondly the government of Pakistan is not encouraging and promoting the Pakistani companies to compete with global companies. International pressure is also a hurdle in this regard. All these factors are hurdles in the promotion of Pakistani products