Macro Environments of Optus

Macro environments relates to the larger forces that have an impact on society as a whole and not just on one or a few organizations. A single organization cannot usually have a significant impact on these forces and therefore can only adapt its marketing mix to account for the opportunities and threats that arise. One of the evidence about this is the article 'Optus hit with $5 million fine’ which was published in The Age of the July 8, 2011, it identify and explain the impacts and affects this organization could have upon the industry.
Based on the article, this was the third time Optus was cited for false advertising about their products in that year. Although a spokesman for the company has come forward to apologize and promise to be more careful in future advertising, the authorities and public have found much evidence about doing wrong things of Optus "What is involved is hypocrisy: the saying of one thing; the doing of another." Justice Perram of the Federal Court in New South Wales said in his judgment. They not only did the false advertising on the download network speeds or mobile plans, but also advertise it in various mass media. It will bring more leads to false knowledge for customers
There are a number of factors can affect the macroeconomic environment in the example above. The first factor is political and legal environment which means marketing decisions are strongly affected by laws, government agencies and pressure group in society. In the news, Optus has been brought before the court for trial and put the penalty because the advertising is not true with reality. It posed no real benefit to customers. The second factor is the technological environment, which includes forces that affect new technologies; improved technology will become trends and ever-increasing development of electronic media devices. Taking advantage of the development of technology, Optus has used many different ways to promote their products to clients. The advertising of their products have been shown on television for a hundred thousand times, the flyers are meticulously printed and distributed in large urban areas, adding that they also use the internet to advertise online. Last but not least, in the final paragraph, the article also mention about the competitive environment when comparing Optus with Telstra. This factor is the part of a company's external environment that consists of other firms trying to win customers in the same market. It is the segment of the industry that includes all immediate rivals. When problems occur with a law firm, it can lead to a decrease in the number of customers because they have to switch to another brand which is 'cleaner'.
In conclusion, there are many factors to create the macro environment, so there will be at least one factor will influence in a company or an organization when in operation. Therefore, with a negative impact of an organization can affect the overall industry. Actions of a large telecommunications corporations such as Optus in advertising what is not true about their goods will become a role model to other companies imitate.

Reference List:
The Age. (2011, July 8). Optus hit with $5 million fine. Retrieved April 2, 2013 from http://mcpl.moodlesites.com