BHO1171 - Diagnostic Assessment: Macro Environmental Analysis Report

This report presents a diagnostic assessment of the macro environmental factors influencing the marketing plan for CleanseBot, a bacteria-cleaning robot. The analysis encompasses political, economic, social, technological, legal, and environmental factors, highlighting their impact on the product's marketability. The report examines the role of AI technology, international laws, economic contributions, and societal acceptance. It further considers the technological advancements, user-friendliness, and legal aspects, including import/export laws and consumer disclaimers. The environmental impact and sustainable technological campaigns are also explored. The report concludes with an application of the key elements of the marketing mix to formulate an effective marketing strategy for CleanseBot. References include sources on AI, economic impact, marketing principles, and product videos.

Running head: DIAGNOSTIC ASSESSMENT: MACRO ENVIRONMENTAL ANALYSIS
Diagnostic Assessment: Macro Environmental Analysis
Name of Student
Name of University
Author Note:

DIAGNOSTIC ASSESSMENT: MACRO ENVIRONMENTAL ANALYSIS
Introduction
The macro environment is an important factor for establishing any kind of business. It is an
essential part of a marketing plan and should be analyzed before planning. For any given
product, service or organization the macro environment is composed of the political, economic,
social, technological, legal and environmental factors of the market.
This assignment aims to form an overall marketing plan for a chosen product considering its
macro environment and analyzing the same. The product chosen for the paper is Kickstarter-
CleanseBot, the world’s first bacteria cleaning robot (Studio 2018). It is basically a pocket-sized
robotic vacuum cleaner that has the ability to clean, disinfect and sanitize any kind of surface
with the help of UV-C light. The portable cleaner robot has a one-touch button technology that is
easy to carry anywhere. It is equipped with built-in AI and 18 sensors. It has 3 different modes
that operates as a 3700MP power bank and USB charging port besides a cleaner. The product has
been acknowledged by some experts and is currently looking for funding.
Discussion
A complete marketing plan consists of an overall market environment analysis, market
segmentation and target market analysis, setting marketing objectives and strategy formulation
and ultimately the implementation and execution (Kotler et al. 2015). This assignment will
particularly focus on the market environment analysis. The macro environmental factors that
should be taken under consideration is as follows-
Political
AI equipped technologies are experiencing a
boom in the world. But with the growth
comes various rules and regulations. To
venture into a broader market, CleanseBot
need to abide by all International Laws
about operating Artificial Intelligence
technology (Ashrafian 2014). The company
need to keep technological laws and

DIAGNOSTIC ASSESSMENT: MACRO ENVIRONMENTAL ANALYSIS
regulations of all countries in mind.
Economical
Technologies certainly play an important
role in world economy. It is an
exponentially growing field. Artificial
Intelligence have the potential of
contributing nearly $13 trillion to global
economy by 2030 which is almost 16% of
the total economic output (Berger 2018)
Social
Today, we are at a time when the
technological advancement is at an all-time
high across the world. CleanseBot has a
huge scope of getting highly accepted by
any society of the world as there has been
numerous cases of bacterial infection and
contamination especially in hotels. Almost
every individual would appreciate a device
that can fight bacteria.
Technological
CleanseBot is the first ever robotic cleaner
of the world. Despite being a product of a
high technological advancement, it is user
friendly. People with even the minimal
technological knowledge can access it just
with a touch of button. It is also pocket
friendly and easy to carry.
Legal
As CleanseBot is open for shipment round
the world, it needs to consider international
import and export laws. As it considers hotel
rooms as the major target area of operation,
disclaimer about users checking legal
factors of operating the device should be
mentioned.
Environmental
A third party test proved that CleanseBot
has the ability to fight 99.99% bacteria and
germs. It is also completely free of any
chemicals and is a safe product. The team
can introduce sustainable technological
campaigns while launching the product.
They can also spread awareness about
harmful effects of bacteria present in the
surrounding environment and point out
necessary needs to fight them for a better
acceptance of the product.
Figure 1: Table of Macro Environmental Analysis

DIAGNOSTIC ASSESSMENT: MACRO ENVIRONMENTAL ANALYSIS
Source: Author
The key elements of Marketing Mix can also be applied to understand the contribution of the
same towards the market strategy of the organization:
Figure 2: Key Elements of Marketing Mix for CleanseBot
Product
- An example of new
innovation
- First of its kind in the world
Price
- The product is currently
being sold at a discount 70%
off retail price at $99. Offer
will last till Kickstarter
compaign and is available on
pre-orders.
Promotion
- The product should be
promoted on global
platforms like popular social
media sites.
- Target customer
engagement and perks
should be organised and
word-of-mouth should be
focussed.
Place
- The product is presently
available in an online-
format.
- It has option of worlwide
shipping
- It will soon be available on
stores

DIAGNOSTIC ASSESSMENT: MACRO ENVIRONMENTAL ANALYSIS
Source: Author
Conclusion
It can be concluded from the assignment that macro environment forms an important part of a
marketing plan. In fact, it is considered as the initial step towards analyzing the external
environment to market a respective product. A macro environment analysis for the selected
product, CleanseBot has been demonstrated. A study of the key elements of marketing mix has
been done in accordance to the company, which can further help with formulating the marketing
strategy.

DIAGNOSTIC ASSESSMENT: MACRO ENVIRONMENTAL ANALYSIS
Reference List
Ashrafian, H. 2014. Artificial Intelligence and Robot Responsibilities: Innovating Beyond
Rights. Science and Engineering Ethics, 21(2), pp.317-326.
Berger, I. 2018. The Impact of Artificial Intelligence on the World Economy. The Wall Street
Journal. [online] Available at: https://blogs.wsj.com/cio/2018/11/16/the-impact-of-artificial-
intelligence-on-the-world-economy/ [Accessed 10 Aug. 2019].
Kotler, P., Barton, S., Deans, K., Brown, L. and Armstrong, G. 2015. Marketing. 9th ed. Pearson
Australia, pp.56-88.
Studio, V. 018. Kickstarter Full Video. [video] Available at: https://youtu.be/yOWw8ZoJPWw
[Accessed 10 Aug. 2019].