Uncontrollable factors in marketing are conditions or circumstances outside an organization's control that affect its ability to develop and implement a marketing plan. Common categories of uncontrollable factors include economic changes, government regulations, technological evolution, new competitors, supplier factors and natural disasters.
Economic ebbs and flows affect how consumers budget and spend money. A company that promotes itself as an affordable or value-oriented option may benefit more during tough economic times, for instance. It has no control over economic conditions improving, which leads to customers heading toward more quality options. In the same way, a high-end provider may struggle more during economic turmoil when customers are more discerning.
Government regulations may impede a company's ability to offer certain goods or promote them in a particular way. Regulations can also impact a company's ability to earn a profit by offering and promoting certain solutions, if those solutions are heavily regulated.
Technological evolution can positively affect a company that is on the cutting edge, but negatively affect a company that doesn't incorporate such evolution into its marketing plans. The emergence of new competitors also challenges a company's ability to position itself in a way that appeals to a significant group of customers. In addition, positive or negative developments in a supply network can impact a company's ability to supply or distribute goods as promised to customers.