Abstract

The business environment is made up of microenvironment and a macro-environment. The microenvironment consists of factors close to the company that affects its ability to serve its customers, the company itself, marketing channel, firms, customer markets, and a broad range of publics. The macro-environment consists of larger societal forces that affect the entire micro-environmental. Some of the components are demographic, economic, natural, technological, political, competitors, and cultural forces.