E/M/55. Marketing environment of the telecommunications industry

In any economy, organizations are affected by emerging marketing issues in the industry or the marketing environment. The marketing environment is made up of internal factors that are close to a company and can be controlled, as well as external factors that cannot be controlled by the company. In todays turbulent marketing environment, it is hard for organizations to survive in the industry over a long period of time. Hence it is important for companies to understand its internal and surrounding environment, current issues in the market and potential trends or treats in the market to better prepare the organization to respond to changes. This paper examines the emerging marketing issues in the telecommunication industry in terms of the microenvironment and macro environment, which may lead to the success or failure of the industry.