Pengaruh Lingkungan Pemasaran Makro Dan Mikro Terhadap Strategi Bisnis Epson

Satrio Wicaksono; Hendra Riofita

doi:10.59841/excellence.v2i4.2086

Authors

Satrio Wicaksono Universitas Islam Negeri Sultan Syarif Kasim
Hendra Riofita Universitas Islam Negeri Sultan Syarif Kasim

DOI:

https://doi.org/10.59841/excellence.v2i4.2086

Keywords:

Marketing Environment, Business Strategy, Epson, Digital Marketing, Sustainability

Abstract

This research aims to analyze the influence of micro and macro marketing environments on the business strategy of Epson, a global technology company focused on innovation and sustainability. With a qualitative approach through the literature review method, this research examines various literatures from relevant national and international journals, including the works of academics such as Hendra Riofita. The micro marketing environment, which includes customers, suppliers, competitors, and distribution partners, is analyzed to understand its direct relationship with Epson's business operations. Meanwhile, macro-environmental factors such as technological developments, regulations, and socio-cultural changes are evaluated as external elements that influence the company's strategy. The analysis results show that Epson successfully utilizes innovation, digital marketing, and a sustainability-oriented approach to face global market challenges. The combination of these strategies allows Epson to maintain competitiveness, build customer loyalty, and strengthen its brand image.

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