Environmental Factors and Marketing DecisionsWill a successful marketing plan in one country work in another country? This is unlikely to happen due to the many different cultural, political, economic, technological and competitive environments. Marketing mixes require adjustments to meet local conditions and companies that understand these environmental factors can create advantages when positioning their products or services. Wal-Mart is a global organization that uses market research to understand market environments before making marketing decisions. IntroductionWal-Mart operates more than 6,100 stores worldwide, employs 1.8 million associates, and operates in 15 different countries (Annual Report, 2006, p. 12). ). Lee Scott, Chairman and CEO, said: “Today, we operate 2,285 international stores, source products from 70 countries and conduct 20% of our business overseas. Wal-Mart's market is clearly the world” (Annual Report, 2006, p. 13). Wal-Mart stores are primarily providers of services that include tangible goods. Without offering these tangible goods at everyday low prices, sales would likely decline significantly. The national brand advertised by Wal-Mart is “Everyday Low Prices”. Yet, if Wal-Mart offered the same products in every store around the world, it would not generate the sales and profits it does today. Wal-Mart must adjust the marketing mix based on the key elements of the marketing environment. Environmental Factors Environmental factors around the world have an impact on the marketing decisions of the organization. These important factors for marketers include social, economic, political/legal, technological and competitive environments. The social environment focuses on groups o...... middle of paper ......: an introduction (7th ed.) University of Phoenix E Book Edition. Pearson Education, Inc. Retrieved February 15, 2007 from University of Phoenix, Resource, MKT 421 — Marketing Website: https://ecampus.phoenix.edu/secure/resource/resource.asp.Bansal, P. ( 2005). Create sustainable value through fiscal and social responsibility. University of Phoenix E Book Edition. Retrieved November 24, 2006 from University of Phoenix, Resource, FIN. 475 — Managerial Finance I website: https://proquest.umi.com/pqdweb?did=967695271&sid=5&Fmt=3&clientId=2606&RQT=309&VName=PQD&cfc=1#fulltextBarden, Ingram, Laforge, (2003) Marketing in an environment Dynamics (4th ed.) University of Phoenix E Book Edition. McGraw-Hill Enterprises. Retrieved February 15, 2007 from University of Phoenix, Resource, MKT 421 — Marketing website: https://ecampus.phoenix.edu/secure/resource/resource.asp.