1 BRIOHNY'S ASSIGNMENT EXECUTIVE SUMMARY "Macro environmental forces The larger societal forces that affect the whole micro environment - demographic, economic, natural, technological, political and cultural forces." - Kotler et al Macro environmental forces need to be studied by organisations as they can both provide opportunities and pose threats. The fast-food industry is a consumer service; two organisations that operate in the fastfood industry are McDonald's and Hungry Jack's. McDonald's was chosen because it is the …showed first 75 words of 3905 total…

…showed last 75 words of 3905 total…The Dryden Press, London. · Callaghan, B., Mc Coll, R., Palmer, A., (1998), Services Marketing: A Managerial Perspective, The Mc Graw-Hill Book Company, Australia. · Fifield, P., (1998), Marketing Strategy, (2nd edn.), Butterworth-Heinemann, Melbourne. · Gabbott, M., Hogg, G., (1997), Contemporary Services Marketing Management, The Dryden Press, London. · Walker, I., (2000), Marketing Theory and Practice, lectures, Monash University, Caulfield. · McDonald's Corporate website, http://www.mcdonalds.com.au/