How do the three unique and uncontrollable variables in a global environmental scan impact international and multicultural marketing strategies?

Environmental forces can be uncontrollable to the business. There are more than three to consider but I think today its social, economy, and technological changes.

Social variable can be hard to predict such as the attitude of consumers. Economic factor is seen on the available raw materials, the changes of market prices, labor, supply and demand which is hard to determine. Technological changes are rapid, businesses should be able to adapt from time to time.