Impact of Macro Environment on Captify's Strategies

Formal Report

Table of Contents
INTRODUCTION...........................................................................................................................3
LO1..................................................................................................................................................3
P1 Impact and influence of Macro environment on organisation and its strategies....................3
LO2..................................................................................................................................................6
P2 Internal Environment and capabilities of organisation...........................................................6
LO3..................................................................................................................................................9
P3 Porter’s five forces Model......................................................................................................9
LO4................................................................................................................................................11
P4 Strategic Planning for Captify..............................................................................................11
CONCLUSION..............................................................................................................................15
REFERENCES..............................................................................................................................17

INTRODUCTION
Business strategy can be defined as plan that involves strategic plans and actions through
which organisation can realise their objectives. This report is based on Captify, a medium size
company that is largest independent holder of search data outside of Google and company’s
search intelligence powers omni-channel programmatic advertising and real time insights.
Company was founded in 2011 by Adam Ludwin and Dominic Joseph. Company operates with
vision and objective is to put search intelligence at the epicentre of every single market, business,
marketing and media decisions around the world. Company further aims at bringing disruption in
industry of data search through its innovative practices. This report will involve analysis of
external and internal environment of Captify. Later, this will be followed by analysis of
competitive environment of Captify by application of Porter’s five forces model. Analysis create
basis for strategic plan and after analysis strategic plan for Captify will be developed on the basis
of identified objectives and strategic directions.
LO1
P1 Impact and influence of Macro environment on organisation and its strategies
Pestle Analysis
Political- Captify is a data driven organisation that helps advertisers and organisations to gain
information about their customers and markets, brands, though search. However as company is
mainly based on information, it gets affected by data protection and information security
regulations and policies of the government (Perera, 2017). Captify is based in UK but it serves to
international clients and organisation and its decisions get affected by all information security
practices of different governments.
Economical- This is another factor in macro environment that affect and influence decisions of
organisation. This involves factors and elements like GDP, growth rate of economy, interest
rates, and overall economic performance of a country. This is because clients of Captify are
customers and this is why only it does not get affected by employment and per capita income.
However, it is important to consider economic elements that are affecting economic and financial

performance of Captify. Interest rates and investment trends are elements that have significant
impact on financial performance of Captify.
Social- This is one of the factor that has significant impact and influence on Captify. This is
because search of Captify is mainly based on customers and consumers of the organisations and
this is why changing customer behaviours, tastes and preferences create difficulty for Captify. In
present business environment changes are highly unpredictable and Captify requires ensuring
that it able to provide right kind of information to its clients (Shtal and et.al., 2018). Along with
consumers businesses are also adapting to changes in frequent basis and this create difficulty for
Captify for the purpose of market analysis.
Technological- Technological factor is one of the most important factors in macro environment
that affect organisation and its operations. Technological factor plays central role in growth and
success of organisations in present business environment. Technological factor for Captify
involves technology used for search and technology for search intelligence. Technological factor
for Captify involves technology through which company can make effective search and provide
accurate and adequate information to its clients. Captify collects data from anywhere but Google
and Amazon and this is why it is important that company is using right technology for providing
relevant and productive information to its customers.
Legal- Legal environment for Captify involves different factors and elements that regulate and
govern operations of the company. This involve laws and legislative regulations, that when are
not followed by organisation, companies become subject to legal proceedings and legislative
actions. Captify also become subject this environment, that involves employment regulations,
data protection laws, information security and equality and discrimination laws. It is very
important to consider these laws and what consequences can happen when these are not
followed. Further, Captify also requires considering policies and regulations of companies and
organisations, for which Captify is collecting data for the purpose of market research.
Environmental- This factor involves considering impact of organisational practices on
environment and environments’ impact on organisational practices (Vallati and Grassi, 2019).
Because Captify is a company that specialises in search intelligence and media decisions, it does
not get affected by this factor.