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The Impact Of Macro Forces On The Sportswear Industry

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The sportswear industry provides clothing, including footwear, worn for sport or physical exercise and has now evolved as casual fashion clothing more than athletic wear. In this report I will be talking about Kotler’s macro forces and their effect on the sportswear industry. I will also be comparing two organizations from the industry and evaluating the similarities and differences between them.

Macro environment or macro forces consists of the larger societal factors that have the potential to affect an organization’s strategies. According to Phillip Kotler, these variables include demographic, economic, natural, technological, political, and cultural outside forces. (“Josbd”, n.d, para. 7)
The demographic environment is a major part of …show more content…

The sportswear companies have to keep in mind that aging population could either result in a decrease of sales or cause change of product as waist sizes would change along with other body changes that come with age, which the company would have to adjust to. Increased diversity also affects the industry as people from different countries would be purchasing the products, thus making it harder for companies to produce the kind of garments that most people would be comfortable with. The economic environment consists of factors that affect the consumer’s income and spending patterns. If there is a drop in the economy of a country, there would definitely be a low saving rate and a higher rate of debts, making a difference in what they buy or how much they spend, which in turn affects the company’s market value. (“Josbd”, n.d) Moreover, organizations need different kind of equipment, machinery which can be a great threat to the natural environment. To ensure the damage is minimal, governments require businesses to follow certain rules and regulations in …show more content…

Technological environment is the combination some factors which develop new products and also create opportunities and threats for the company. Not only does it benefit marketers greatly creating new product and market opportunities, it also creates opportunity for customers to consume new products. The evolution of technology has provided many platforms for marketers. New and improved technology can either profit the organization, or create threats of more competitors in the market. In the sportswear industry, technological factors could cause unemployment as machines replace workers. It could, however, reduce cost as more products can be made at a lower cost and lesser amount of time compared to labor made garments. Moreover, technology can benefit the sportswear marketers as a form of market research as social media and internet has outrageously developed over the past decade. Social media famous people can promote the sportswear by just wearing the items and posting a picture on the internet or simply advertising it at a really low price, almost immediately increasing sales. Political factors are those that affect the

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