The currently existing market conditions, each of the companies is regarded as an "open system."Therefore, the main prerequisites for its effective operation - is not only the internal environment of the enterprise, but also the macro factors of marketing, ieSuccess depends on how well the company adapts to the external environment - the scientific-technical, economic, political.From this depends largely on the possibility of the company in time determine the threats to its operation, resistance to changing factors, the timely adoption and use of the opportunities, and as a result, the capacity of the enterprise to extract the maximum benefit from this - this is the main performance criteria.
internal environment is evaluated following areas: human resources firm, their potential and skills;research and development;the organizational structure and culture;the finances of the organization;marketing.The internal environment of the enterprise is interwoven and works closely with its external environment.
Financial microenvironment consists of only those items that directly affect the functioning of the enterprise, its ability to market.These elements include:
- suppliers of raw materials, equipment necessary for production;
- consumers.
- competitors and intermediaries;
Each of these elements qualitatively diverse, but they have certain specific effects on decision-making and the functioning of the enterprise.
internal environment allows for resource provision and opportunities of the enterprise itself and is based on the ability of managers to develop a strategy, organization of production, as well as the implementation of the services, works or products.
macro-financial enterprise is a set of factors that can not change the company's management, but it is obliged to take them into account in their work.Factors macro marketing impact on the company and its microenvironment, resulting from, or new opportunities or new risks arise.These include the following elements:
1.Demograficheskaya Wednesday.Marketers on each of the companies pay much attention to this factor, becausemarket consists of people, so are important characteristics such as population density and population distribution.The quantitative growth of this index determines the increase in markets and human needs.
2. Operating Environment includes the general purchasing power of the population, associated with the level of current savings, prices, income and the availability of credit, as well as unemployment.Crisis economic environment determines the caution when making purchases, and causes a redistribution of costs.However, she is determined and geographical differences in the distribution of income.
3. Technical and ecological environment makes it necessary to monitor management of the company for the major trends: accelerating scientific and technical progress, the growth of public funding for research and development, improvement strategies, as well as the tightening of state control to the safety and quality of goods.
4. The natural environment due to the rational use and reproduction of natural resources.In this respect, business activity is controlled not only by the public authorities, but also by influential community groups, assigning to each of the business sectors need to participate in finding solutions to environmental problems.
5. The political environment is defined by state laws and other normative documents, as well as the requirements of the social groups that have an impact on the organization.State regulation is due to the need to protect consumers.
6. cultural environment.
therefore a necessary condition for the effectiveness of the company - accounting financial manager of the macro and micro business.
