Any organization (company) is, or is, and has been operating in a particular environment, which, of course, has a huge and direct impact on this very activity.
whole environment of organization (company) consists of two interrelated sets:
1. The internal environment.
2. External environment.
internal environment is within the organization (enterprise), inside, and has a direct and immediate impact on the organization.Elements collectively define its potential and opportunities that the organization has.The study of the internal environment, as well as its analysis to determine the strengths and, certainly, the weaknesses inherent in the concrete organization (enterprise).It is under the control of the management of the organization.
main elements of the internal environment are:
- organization and production technology;
- the organizational structure;
- management structure;
- finance organizations;
- marketing activities;
- the organizational culture of the organization;
- staff employees.
external environment organization (enterprise) consists of elements that are outside it, on it and outside.
analysis of the environment makes it possible to find out what the organization can count, if it is to operate successfully.What problems will it be expected if it can not completely prevent negative trends in its activities.
analysis of the environment shows that it consists of two large collections:
1. makrookruzheniya (indirect effects);
2. microenvironment (direct).
Often, the nature of macro-nonspecific and creates general conditions of the organization (company) in the external environment.
analysis of the external environment of organization shows that the main elements of the macro is:
- state of the economy;
- socio-economic policy of the state;
- progress (NTP);
- political factors;
- international events;
- sociocultural factors (customs, traditions, habits, etc.).
analysis of the external environment of the enterprise shows that the enterprise has virtually no opportunity to interact with the elements of the environment.Indirect effects of the environment affects the activity of the enterprise only in the long term.
In direct impact directly, factors that influence the activities of the organization, while the organization itself can actively interact with the elements of the environment.
The main elements of the environment directly impacts include:
- consumers;
- suppliers and intermediaries;
- competitors;
- trade unions;
- legislation;
- state regulation.
analysis of the external environment, internal environment in which there is also an organization (enterprise), is a source of strategic management process.With its implementation, various methods and models aimed at studying the environment (internal and external) of the organization (enterprise).In particular, STEP analysis is aimed at studying the environment, affecting indirectly.Methods Lots and GAP, in fact, that the same analysis of the external environment.They allow the organization to adapt to the demands of the environment and to reduce the gap between what you want to achieve, and what it actually is.Pym method allows you to set the quantitative impact of marketing strategy at a profit.McKinsey Matrix helps you to estimate how attractive is the market, the strategic position of the company in this market, based on that, makes recommendations on strategies for action.With the help of McKinsey model can analyze the internal environment of the organization, based on which offers recommendations for changing the internal elements of the environment in the process of implementing the strategy.
