The marketing environment of the enterprise is a combination ofdiverse actors and forces that carry out their activities outside the organization, and influence the ability of management and marketing services to establish successful interaction with potential clients.
Being highly variable, the marketing environmententerprise significantly affects the livelihoods of the enterprise, regardless of the scope of activity. The changes that occur can not be called smooth or predictable. They are capable of giving big surprises. Tell me, are representatives of oil companies, say, in the 70s expected the end of the era of cheap energy resources in such a short-term perspective? How many management corporations were waiting for the end of the baby boomers and changing the rules of retail trade? What car manufacturers foresaw in the foreseeable future such an impact on the management decisions of consumers?
In this regard, enterprises should closely monitor environmental changes, applying for this, as a set of marketing research, and all the possibilities of obtaining operational information.
The marketing environment of the enterprise is divided intointernal and external components. The internal environment is the factors that directly affect the performance of the organization, its potential for customer service. Suppliers of raw materials, marketing agencies, customers, contact audiences and competitors are the internal component of the marketing environment.
For no one, it is not a secret that the goalentrepreneurial activity - profit. In this regard, the task of the marketing department is to ensure the production of those goods that will be attractive in terms of target buyers. However, the receipt of a stable profit also depends on the activities of other units, on interaction with the internal environment of the enterprise. Each of the factors of the internal environment can significantly affect the enterprise. Let's consider some.
Suppliers are organizations thatprovide resources for the production of goods, as well as for the provision of services. They seriously affect marketing activities. For example, an increase in the price of raw materials, will lead to higher prices for products, and their insufficient number will disrupt the sale of products in the enterprise.
Competitors have a very important influence onmarketing actions of the organization. They force the enterprise to monitor the actions of competitors and take timely marketing measures to maintain a competitive position in the market.
The external environment includes broader factors,which affect the internal environment. These include factors of natural, demographic, political, economic, technical and cultural nature.
For example, the demographic environment significantly affects all business processes of the enterprise. Demographic factors include:
- population growth;
- The level of fertility;
- age of the population;
- family composition;
- population migration;
- level of education of the population;
- employment of the population, etc.
It is quite obvious that in today's conditionsthe well-being of an enterprise depends not only on the competitive opposition of marketing strategies that are applied by different organizations, in particular, on the policy of marketing products in the enterprise. The success of the enterprise depends also on the events that occur in the field of marketing. The marketing environment of the enterprise consists of a set of uncontrolled factors, taking into account which, it is necessary to carry out a set of marketing activities.</ p>