Business Environment

Business Environment

•It includes all internal and external

factors that affect the company’s
performance and functions. It includes
employees, customers, management,
supply and demand, business
regulations, and competition.
•Every business organization has an
internal and external environment. For
the organization to be successful, it is
important to study its environment
regularly. This is to assess any
developments and understand factors
that can contribute to its success.
Environmental scanning
•is a process used by organizations to
monitor their external and internal
environments.
•The purpose of the scan is to identify the
opportunities and threats affecting the
business.
•As a part of the environmental scanning
process, the organization collects the
information regarding its environment
and analyzes the impact of changes in
the market.
Environmental analysis
•is a strategic tool in assessing the level of
threats or opportunities that might
affect the business.
•This eventually helps the management
team to make better decisions.
 Internal Environment
• The internal environment of the
organization consists of factors that are
controllable by the management. As the
figure above shows, the internal
environment of an organization consists of
various elements like the value system,
mission/vision/goals/objectives of the
organization, structure, culture, quality of
employees, labor unions, technological
capabilities, etc.
 External Environment

•There are two elements in the external

environment: micro and macro. These
environmental factors are beyond the
control of the business but they still
minimize the impact if the business has
an effective strategic plan.
 Micro Environment Factors/
Industry Analysis
•Industry Analysis is a market assessment
tool used by businesses and analysts to
understand the competitive dynamics of
an industry. Industry Analysis includes
the following important factors:
1. Suppliers

•Suppliers can control the

success of the business when they
hold power. The supplier holds the
power when they are the only or
the largest supplier of the goods in
the market.
2. Resellers/Substitutes
•Market intermediaries, middleman, or
resellers have a great contribution to the
delivery of products to the ultimate
consumers. For example, if the reseller
has a reputable name then this
reputation can be leveraged in
marketing the product.
3. Customers

• A customer is an individual or
business that purchases goods or
services. Customers are important
because they drive revenues.
Without them, businesses have
nothing to offer.
• Most public-facing businesses
compete with other companies to
attract customers, either by
aggressively advertising their
products or by lowering prices to
expand their customer bases
4. Competition
• Those who sell the same or similar
products and services as your
organization is called competitors. The
presence of one or more competitors
can reduce the prices of goods and
services as the companies attempt to
gain a larger market share
 Macro Environment Factors/Environmental Analysis

• Environmental Analysis is described as the

process which examines all the
components, internal or external that
influences the performance of the business
organization.
 1. Political factors
•These are about how and to what
degree a government intervenes in the
economy. It includes government policy,
political stability or instability in
overseas markets, foreign trade policy,
tax policy, labor law, environmental law,
and trade restrictions.
2. Economic factors

• Economic factors have a significant impact

on how an organization does business and
also how it is profitable. These factors
include economic growth, interest rates,
exchange rates, inflation, disposable income
of consumers and businesses.
3. Social Factors

• These include the shared belief and

attitudes of the population. These factors
are population growth, age distribution,
health consciousness, career, attitudes and
so on.
 4. Technological Factors

• Technological factors affect the management

and marketing in three ways:
1.new ways of producing goods and services,
2. new ways of distributing goods and services,
3. and new ways of communicating with target
markets.
5. Environmental Factors

• These factors have become important due

to the increasing scarcity of raw materials,
pollution targets, doing business as an
ethical and sustainable company.
6. Legal Factors

• It includes health and safety, equal

opportunities, advertising standards,
consumer rights and laws, product labeling,
and product safety. It is clear that
companies need to know what is and what
is not legal in order to trade successfully.
 •“You cannot get through a single day
without having an impact on the world
around you. What you do makes a
difference and you have to decide what
kind of a difference you want to make.”
JANE GODALL
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