Components of microenvironment
The microenvironment is the environment that exists within a company
organization and can influence daily operations. It includes the following
components:
Customers: The customers are the people or organizations that buy the
company’s products or services. They are the most important component of the
microenvironment, as the company’s success depends on their satisfaction.
Competitors: The competitors are the other companies that sell similar
products or services to the same customers. They are a major source of
competition for the company, and the company needs to be aware of its
strategies and activities in order to stay ahead.
Suppliers: The suppliers provide the company with the raw materials,
components, and other resources that it needs to produce its products or
services. They are an important part of the company’s supply chain, and the
company needs to maintain good relationships with them in order to ensure a
steady supply of resources.
Marketing intermediaries: The marketing intermediaries are the
companies that help the company to sell its products or services to customers.
They include distributors, wholesalers, retailers, and advertising agencies.
The company needs to work with these intermediaries in order to reach its
target customers.
General public: The general public includes all the people who are not
directly involved in the company’s operations, but who may still be affected
by its activities. They include the company’s employees, shareholders, local
communities, and government regulators. The company needs to be aware of the
needs and concerns of the general public in order to avoid negative publicity
or government intervention.
The microenvironment is constantly changing, and the company needs to monitor
these changes in order to stay competitive. By understanding the components of
the microenvironment, the company can develop strategies to respond to these
changes and maintain its competitive advantage.
Some additional components of the microenvironment that may be relevant
for some companies
Technology: The technological environment includes the new technologies
that are being developed, as well as the ways in which these technologies are
being used by customers, competitors, and suppliers.
Economic environment: The economic environment includes the overall
state of the economy, as well as the specific economic conditions that affect
the company’s industry.
Legal environment: The legal environment includes the laws and
regulations that govern the company’s activities.
Political environment: The political environment includes the political
stability of the country or region in which the company operates, as well as
the government’s policies that affect the company’s industry.
The specific components of the microenvironment that are most important for a
particular company will vary depending on the company’s industry and its
target market. However, all companies need to be aware of the factors that
make up their microenvironment in order to make informed decisions about their
business strategy.
