How can I identify the key challenges presented in the macro-environment of an organization (in this case Karlis Tyres, a B2C company, selling...

It is important to consider three factors in the given task when taking into consideration macro-economic factors: 

- The company operates in Greece

- It is a B2C company

- It sells tires and shock absorbers

Based on these factors, here are some key challenges that the company may face when implementing its Digital Marketing strategy.

1.) As Greece is an extremely unstable economic state (Eurozone crisis, Grexit, high unemployment), the company, and in fact ANY company, may face difficulties selling their goods to consumers in Greece. 

--> Macro-economic factor: unstable economy

2.) Since the company sells to consumers directly, it may face difficulties converting sales from its Digital Marketing strategy with a product that is traditionally sold at a B2B level (tire companies sell to garages, repair shops, and retail outlets).

--> Macro-economic factor: competitive B2B market

3.) Finally and most importantly, it is important to understand that the company sells goods that are traditionally bought at physical retail outlets. While the company may raise awareness through its Digital Marketing strategy, it may be very difficult to sell tires and shock absorbers online as consumers usually want to physically see and touch these type of products to ensure their quality. 

--> Macro-economic factor: consumer trend/opinion

I hope that this helps!