Marketing is located and operates in a complex multi-factorial environment. The way marketing strategies or tactics are implemented may not be accepted by the company's services, cause an ambiguous reaction from the market, and also not be too consistent with various macroeconomic trends. The marketing service of any company should collect as much information as possible about the environment surrounding the company in order to most effectively influence it.
The concept of a marketing environment consists of a combination of relationships and various contacts with many actors, which determines the general nature of the activity of a particular company. The marketing environment of the company is an object of careful and thorough study.
The marketing environment of the company is nothing but the active factors and actors that influence marketing decisions and opportunities. The marketing environment of the company, depending on its capabilities, is divided into a macroenvironment and a microenvironment. The first is independent of the general marketing of the company, and the second operates at the level of a company. The microenvironment, in turn, can be internal and external.
The internal microenvironment is controlled by the marketing department. It includes various structural divisions of the company, as well as the relationships that develop between them. The stability of the functioning of the company and its survival in the competition strongly depends on the internal microenvironment. The internal environment must be investigated to identify the strengths and weaknesses of the enterprise. Strengths are very important in order to survive in a competitive environment, so they need to be expanded and strengthened. And the influence of weaknesses on economic activity must be reduced.
The external microenvironment is nothing but the environment of the company. It includes competitors, suppliers, customers, contact audiences, marketing intermediaries who are directly related and have an impact on how its functions are performed.
Suppliers are individuals and legal entities that provide not only the company, but also its competitors with all the necessary resources in order to produce specific services and goods.
Marketing intermediaries are various organizations and enterprises that assist the company in the promotion, distribution and marketing of goods.
A huge impact on the activities of any enterprise is what kind of relationship it has developed with contact audiences. They are groups of people who show a potential or actual interest in a particular enterprise and influence success in achieving their goals.
An important element of the external microenvironment of the company are its competitors. That is, their marketing policy and brand strength can have a significant impact on the success of a particular enterprise. What is the concept of a brand? This is a designation that is assigned to a product and registered in the prescribed manner to distinguish it from others and indicate the manufacturer. For the buyer, the brand is the driving motive for the purchase.
A macroenvironment is a combination of many factors that affect the microenvironment. These factors include demographic, natural, political and legal, economic, socio-cultural, scientific and technical. All macro environment factors influence each other and are interconnected. Based on this, they need to be analyzed comprehensively. In addition, it is important to remember that different factors unequally affect enterprises of different fields of activity, scale, and so on.
The marketing environment of the company has a great influence on its further effective functioning.