As a business principle, to be successful, retailers should adapt their marketing mix (product, price, place, promotion, people, processes and physical evidence) to trends and developments in their market environment which is made up of the micro and the macro environments.
The macro stuff covers the demographic, political, economic, technological, cultural and natural – almost impossible to control from an individual perspective. Micro factors however can be controlled and photo retailers should consider how they plan to go about adapting their marketing mix to match their micro environment in 2014. The six micro players include customers, suppliers, intermediaries such as banks or insurers, publics (there are 7 different types), competitors and the staff/departments within your own company of course.