The external environment of the enterprise includes all factors and conditions that arise in its environment and are not dependent on the activities of a particular company. Moreover, they have or may have an impact on the functioning of a particular enterprise, and therefore require the development of managerial decisions.
It is worth noting that the complex of these factors, as well as the assessment of their impact on the activities of a particular organization are different. As a rule, the company in the management process determines those factors that may affect the performance not only in the present period, but also in the future. Moreover, the external environment of the enterprise, which affects the internal environment, i.e. these environmental factors are initially identified and taken into account .
The external environment of the enterprise is the source that supplies the enterprise with the resources that are necessary to maintain the internal potential at the right level. The company constantly exchanges with the external environment. This ensures the possibility of its survival. Moreover, the external environment of the enterprise, its resources are not unlimited. They have their own views of many organizations that are in the same environment. Thus, there is a likelihood that an enterprise cannot always obtain the resources it needs from the external environment, which may well weaken the company's potential and lead to negative consequences for it. The task of strategic management is to ensure the interaction of the enterprise with the environment, allowing it to maintain its potential at the proper level and, thereby, providing it with the opportunity to survive in the long term.
External marketing environment is a macro environment of the company. It consists of the main factors affecting the activities of the enterprise in a particular market segment. External marketing environment is directly dependent on the following factors:
1) economic. It is expressed in the need to take into account the general economic situation in your country in order to rationally adjust your policy;
2) demographic. Of importance for each organization is the group of the population that purchases its goods;
3) political and legal. Each organization must be aware of the legislation governing entrepreneurial activity, and it is also necessary to really understand the political situation of society;
4) scientific and technical. They lead to the need to monitor the scientific and technical progress and introduce them into their production, as well as oblige them to keep abreast of state control over product safety and quality;
5) natural. Since they can provoke a shortage of raw materials and problems associated with environmental pollution. You must be aware of government measures aimed at regulating natural resources;
6) cultural. Because they determine the attitude of people to nature, society as a whole, to the universe, to goods.
When marketing research you need to consider all the factors of the macro environment of the enterprise as a whole. In marketing, it is precisely the factors of the macro environment of the enterprise that have a great influence on the process of making managerial decisions. Their analysis and monitoring is necessary so that the company's management can make marketing decisions in a timely manner, adapting to the factors of the macroenvironment, reducing their negative impact, and also taking advantage of the opportunities provided by them in time. To analyze the external marketing environment, various techniques are used, usually based on research. No organization can exert influence on macro environment factors. They can only be taken into account in their activities.