3
The Marketing Environment
LEARNING OBJECTIVES
After studying this chapter, you will be able to:
Understand the influence of the marketing environment on business
Describe micro-environmental forces
Describe macro-environmental forces
The retail boom began in India in the early years of the 21st century. Many established companies in other businesses and new companies entered the business in a big way. Organized retailing, which was limited to only a few cities in India, spread to almost all cities. Attracted by the business opportunity, Chandan Enterprises Ltd, a goods transport services company, decided to venture into retailing. The plan was to construct four malls in metros initially and then spread the network to all cities over a ...
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