BUSINESS ENVIRONMENT

BUSINESS
DECISION

INTERNAL
ENVIRONMENT
EXTERNAL
ENVIROMENT

INTERNAL ENVIRONMENT
PROMOTERS/SHAREHOLDERS
VALUES
BUSINESS
DECISION
Mission/Objectives
Management Structure
Internal Power relationships
Physical asset & Facilities
Company image/Brand Equity
Human Resources
Financial capabilities
Marketing Capabilities
E
X
T
E
R
N
A
L

E
N
V
I
R
O
N
M
E
N
T
E
X
T
E
R
N
A
L

E
N
V
I
R
O
N
M
E
N
T

Micro (Task/Operating
Environment
BD
Internal
Environment
Financiers
Suppliers
Public
Marketing Intermediaries
Competitors
Customers
Macro (General/Remote)
Environment
Political/Govt. Legal
Demographic
Social/ Cultural
Technological/ Natural
Global