Part A

Perceiving through different factors and variables that could have an impact on an organization’s marketing capability, GNC would need to cursorily examine it’s marketing environment. (Evans, M 1988) highlights the rules and regulations, effects of governments, changes in technology and the implications of societal changes as the basis of marketing environment, which ultimately influence impinging on marketing. These forces fall within the macro environment of PESTL frame. As the name indicates, macro environmental factors are the forces prevailing in the external environment of the organisation. Macro environmental variables include political, economical, socio-cultural, technological, and legal forces, having bearing on the industry and business players (Popkin, B.M Duffey, K & Gordon Larsen, P 2005) Business firms and industries have no control over such factors and thus are bound to adapt and act in accordance with macro environmental forces in order to exist and sustain in the marketplace. Thus, these variables would be considered as a ramification to such a supplementary industry, which in this case is “GNC”.

POLITICAL: Political factors are one of the major macro environmental force affecting multi vitamin industries and related business firms. It takes into account legislations, market regulations, government stability and trade agreements (Mashhadi, AM & Ijaz-Ur-Rehman, Q 2012). Australian government has formulated quite strict and confined set of regulations for companies engaged in preparing and offering vitamins, minerals, nutritional, herbs, diet, energy, and other health products to the domestic and international customers (Euromonitor International 2013). Various set of voluntary codes and ethical practices are also devised by the political officials of the country at regular intervals collaborating with trade agreements and trading