In the current market conditions, each of the enterprises is considered as an “open system”. Therefore, the main prerequisites for its effective activity are not only the internal environment of the enterprise, but also the factors of the marketing macro environment, i.e. success directly depends on how successfully the company adapts to the external environment - scientific, technical, economic, political. The capabilities of the enterprise in time to determine the threats to its functioning, the resistance to changing factors, the timely adoption and use of the opportunities that open up, and, as a result, the ability of the enterprise to get the maximum benefit out of it depend on this in many ways - these are the main criteria for effective functioning.
The internal environment of the enterprise is evaluated by the following areas: company personnel, their potential, qualifications; research and development; organizational structure and culture; organization finances; marketing. The internal environment of the enterprise is intertwined and closely interacts with its external environment.
The financial microenvironment consists only of those elements that directly affect the functioning of the enterprise, its ability to enter the market. These items include:
- suppliers of materials, raw materials, equipment that are necessary for the release of products;
- consumers.
- competitors and intermediaries;
Each of these elements is qualitatively heterogeneous, but they have a certain specificity of influence on decision-making and functioning of the enterprise.
The internal environment of the enterprise takes into account the resource provision and capabilities of the enterprise itself and is based on the ability of managers to develop strategies, organize production, and also sell their services, work or products.
The financial macroenvironment of entrepreneurship is a combination of factors that the enterprise management cannot change, but it is obliged to take them into account in the process of its activity. Factors of the macro marketing environment affect the enterprise and its microenvironment, as a result, either new opportunities open up or new dangers arise. These include the following elements:
1. The demographic environment. Marketers at each of the enterprises pay great attention to this factor, because the market is made up of people, so characteristics such as density and population distribution are of great importance. The quantitative growth of this indicator determines the increase in markets and human needs.
2. The economic environment includes the general purchasing power of the population, associated with the level of current savings, prices, income and availability of credit, as well as with the level of unemployment. Crisis economic conditions determine caution when making purchases and cause a redistribution of costs. Moreover, it is determined by geographical differences in the distribution of income.
3. The technical and ecological environment leads to the need for the enterprise management to monitor the main trends: the acceleration of scientific and technical progress, the growth of state funding for development and research, improvement strategies, as well as the tightening of state control over the safety and quality of goods.
4. The natural environment due to the rational use and reproduction of natural resources. In this regard, entrepreneurial activity is controlled not only by state bodies, but also by influential groups of the public, imposing on each of the spheres of business the need to participate in the search for solutions to natural problems.
5. The political environment is determined by laws and other state regulatory documents, as well as the requirements of public groups that influence organizations. State regulation is determined by the need to protect consumers.
6. The cultural environment.
Therefore, a necessary condition for the efficient operation of enterprises is the accounting by the financial manager of all micro and macro business environments.