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    Sonia Chauhan
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    The document discusses the micro and macro environments that influence business decisions. The microenvironment consists of actors close to the company like suppliers, marketing intermediaries, customers, competitors, and publics. The macroenvironment comprises larger societal forces outside of a company's control like social, economic, political, environmental and technological factors. SPENT analysis is used to identify macroenvironmental threats and opportunities in these areas. Understanding both the micro and macro environments is important for business success.

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    The document discusses the micro and macro environments that influence business decisions. The microenvironment consists of actors close to the company like suppliers, marketing intermediaries, customers, competitors, and publics. The macroenvironment comprises larger societal forces outside of a company's control like social, economic, political, environmental and technological factors. SPENT analysis is used to identify macroenvironmental threats and opportunities in these areas. Understanding both the micro and macro environments is important for business success.

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    Download as pptx, pdf, or txt
    281 views15 pages

    02 Micro and Macro Environment

    Uploaded by

    Sonia Chauhan
    The document discusses the micro and macro environments that influence business decisions. The microenvironment consists of actors close to the company like suppliers, marketing intermediaries, customers, competitors, and publics. The macroenvironment comprises larger societal forces outside of a company's control like social, economic, political, environmental and technological factors. SPENT analysis is used to identify macroenvironmental threats and opportunities in these areas. Understanding both the micro and macro environments is important for business success.

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    Attribution Non-Commercial (BY-NC)
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    of 15

    Micro and Macro Environment of Business

    Wednesday, January 11, 2012

    Dr. S. Jain

    Internal Environment

    Business Decisions

    External Environment

    Wednesday, January 11, 2012

    Dr. S. Jain

    Key Environments
    Aspects of the business environment:
    Microenvironment:
    Actors close to the company

    Macro-environment:
    Larger societal forces

    Wednesday, January 11, 2012

    Dr. S. Jain

    Micro Environment
    Micro or task environment is more specific and immediate environment in which an organization conducts its business. -Dunham & Pierce

    Wednesday, January 11, 2012

    Dr. S. Jain

    Actors in the Microenvironment

    Wednesday, January 11, 2012

    Microenvironment
    Actors
    1. The company 2. Suppliers 3. Marketing
    Must consider other parts of the organization including finance, R&D, purchasing, operations and accounting Decisions must relate to broader company goals and strategies

    intermediaries 4. Customers 5. Competitors 6. Publics


    Wednesday, January 11, 2012 Dr. S. Jain

    Microenvironment
    Actors
    1. The company 2. Suppliers 3. Marketing
    Must watch supply availability and pricing Effective partnership relationship management with suppliers is essential Reliability Multiple Supplier

    intermediaries 4. Customers 5. Competitors 6. Publics


    Wednesday, January 11, 2012 Dr. S. Jain

    Microenvironment
    Actors
    1. The company 2. Suppliers 3. Marketing
    Help to promote, sell and distribute goods to final buyers Include resellers, physical distribution firms, marketing services agencies and financial intermediaries Effective partner relationship management is essential

    intermediaries 4. Customers 5. Competitors 6. Publics


    Wednesday, January 11, 2012

    Dr. S. Jain

    Microenvironment
    Actors
    1. The company 2. Suppliers 3. Marketing

     Types of Customers
    Industrial Customers Institutional Customer Foreign Customer Retail Customer

    intermediaries 4. Customers 5. Competitors 6. Publics


    Wednesday, January 11, 2012

     Globalization
    International Trade

     Customer Segmentation
    Dr. S. Jain 9

    Microenvironment
    Actors
    1. The company 2. Suppliers 3. Marketing
    Conducting competitor analysis is critical for success of the firm A marketer must monitor its competitors offerings to create strategic advantage

    intermediaries 4. Customers 5. Competitors 6. Publics


    Wednesday, January 11, 2012 Dr. S. Jain

    10

    Microenvironment
    Actors
    1. The company 2. Suppliers 3. Marketing
    A group that has an actual or potential interest in or impact on an organization Seven publics include: Financial Media Government Citizen-action Local General Internal
    Dr. S. Jain 11

    intermediaries 4. Customers 5. Competitors 6. Publics


    Wednesday, January 11, 2012

    MACRO ENVIRONMENT means general


    environment of business. Macro factors are uncontrollable in comparison to the micro forces of environment. The growth and survival of business depend upon its adaptability to macro environment factor which include

    Wednesday, January 11, 2012

    Dr. S. Jain

    12

    SPENT Analysis
    The purpose of SPENT analysis is to identify factors in the macro-environment that may affect the business and it s industry SPENT analysis helps identify threats to, and opportunities for, a business based on macroenvironment factors

    Wednesday, January 11, 2012

    Dr. S. Jain

    13

    Macroenvironment
    Macroenvironment the far environment (outside an organization s industry and markets)
    Internal Industry MacroEnvironment

    Wednesday, January 11, 2012

    Dr. S. Jain

    14

    Characteristics of the Macroenvironment


    Influences the microenvironment (industry and market) Will impact all organizations in an industry, a market, or even all organizations in an economy Source of competitive advantage being able to predict changes in the macroenvironment and take action
    Wednesday, January 11, 2012 Dr. S. Jain 15

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