Analysis of the Impact of the Macro Environment on the Pharmaceutical Assignment

Analysis of the affect of the Macro Environment on the Pharmaceutical Industry - Assignment ExampleChanging market forces and ripening public expectations (Wilson, 2000, p.12) have added business ethics to the mix. The external environment includes both competitive and industry factors. Interestingly, Johnson et al (2008) expect all competitors to be in spite of appearance the same industry when this might non be the case. Equally, not all industry players compete in the same markets. Thus the diagram reflects the less-than-tidy reality of players who exist within any industry, yet compete across industry boundaries and within different competitive environments, falling away the rational approach to strategy. The underlying factor is the constitutions ability to control the external environment. An organization has influence in the competitive arena, using marketing tools to influence others, but no control oer the macro (PESTEL/STEEPLE) factors and must react to changes when t hey happen. Strategy traditionally focused on rational future planning, what Whittington (2001) calls untarnished and Mintzberg and Waters (1985), deliberate strategy. But the effects of changing macro factors fall within Whittingtons (2001) general and Mintzberg and Waters (1985) emergent strategy as such changes cannot be predicted and consequently would not feature in any strategic planning. In analyzing the external environment, de Kluyver and Pearce (2009 p.59) use global tectonics, defined as the process by which developing trends in technology, nature, and society change the external environment. Three tectonics are identified