What aspect does a "macro audit" examine?

A macro audit focuses on external environmental factors that can affect an organization and its marketing strategies. This type of audit involves analyzing broader, systemic elements outside the control of the company that can influence its performance and strategy. It typically encompasses economic conditions, technological advancements, political and legal environments, social trends, and competitive landscapes.

By assessing these external factors, organizations can better understand opportunities and threats in the marketplace, allowing them to adjust their strategies accordingly. This analysis is crucial for long-term strategic planning as it helps businesses adapt to changes in the external environment and align their offerings with market demands.

In contrast, examining internal company resources would involve a micro audit, while product-specific details and specific customer preferences would also focus on narrower, more specific aspects of the business rather than the broader context in which the business operates.