$7$:$14$& $25$m$000000000000$A company's macro$-$environment concernspolitical factors, economic conditions, sociocultural forces, technological factors, environmental forces, legal$/$regulatory factors and, closer to home, the immediate industry and competitive arena in which the company operates$--$as shown in Figure $3\mathrm{.}2.$such factors as industry growth, competitive pressures, industry driving forces, the company's current profitability, and the pressures that company shareholders are putting on top management for better company performance.the buying habits of consumers, the overall business climate in which the company operates, and the balance between global supply and global demand for the industry's product$/$service$.$the fresh competitive efforts and market maneuvers that rival companies are likely to initiate in the near future.the rates of change in consumer purchasing power and the stability of consumer tastes, preferences, and buying