Marketing Management: Impact of Macro Environment on Rawlinson Knitwear

Marketing Management

Table of Contents
1. Introduction .................................................................................................................................1
2. Literature Review.........................................................................................................................1
2.1 Importance of environmental scanning ...........................................................................1
3. Key factor within the Macro environment that may impact the chosen organisation.................2
3.1 Political and Economic Factors........................................................................................3
3.2 Social, Technological and Environmental factors............................................................3
3.3 Legal Factors....................................................................................................................5
4. Recommendations........................................................................................................................5
5. Conclusion ..................................................................................................................................6
6. References ...................................................................................................................................7

1. Introduction
Marketing environment is the process of analysing and evaluating various internal and
external factors that has direct impact on the functioning and competitiveness of the company,
these factors also create huge impact on the brand image of the company. In order to enhance
the profitability and productivity of the company it becomes very essential for the business
organisation to regularly analyse and evaluate their environment and accordingly implement
required strategy to deal with the challenges that can happens effectively (Adie, 2019). For this
report Rawlinson Knitwear company is taken into consideration. The Rawlinson Knitwear is one
of the well-established company dealing in the production knitwear and schools wear for the
students, the company was founded in 1972 in UK, the company is considered to the consumer
discretionary product company (Lim, 2018). With the current covid 19 pandemic, performance
of chosen organisation has been directly impacted, so in order to enhance their performance and
gain competitive advantage in the marketplace, effective market environment analysis for the
selected company is highlighted in this report. In addition to this various suggestion in order to
enhance the performance of the company are also highlighted in this report.
2. Literature Review
2.1 Importance of environmental scanning
According to Hitesh Bhasin (2019), the term environment scanning is defined as the
process of continuously analysing the current trends happening in the internal and external
business environment which can have direct impact on the profitability of the company, it is one
of the most essential part of the business organisation which allows them to analyse the factors
which can create negative impact on their functioning (Environmental Scanning, 2019). In order
to gain competitive advantage in the marketplace also to enhance their performance through
effectively utilising opportunities present in the environment, it becomes very important for the
companies to continuously scan their environment (Abratt and Bendixen, 2018). The current
pandemic has influenced the profitability and productivity of the business, large number of
business were shut down due to the loss, also there has been large number of negative economic
and social implication recognised because of the number of restrictions imposed on travelling
around the globe. There has been declined in the business activities and various global events
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