Micro Marketing environment:
The micro environment refers to the
forces that are close to the company and affect its ability to serve its
customers. In other words, Micro environment factors are factors close to a
business that have a direct impact on its business operations and success. Micro-environment
is a type of marketing environment that is made up of individuals and
organization that are very close to the company to the point that its activity
produces a direct impact to the business organization’s state. Example of micro-environment includes suppliers, the company itself, marketing
intermediaries, customers, competitors and public. This type of environment is
controlled as the action of the businesses around you will have a huge
influence on the running of your business.
Elements of micro environment in
three broad categories are:
- Organizational activities: Various departments of the organization
- Organizational scope: Objectives, structure, resources, culture
- Stakeholders: Customers, suppliers, competitors, intermediaries, promoters/investors, labor unions, government, media, etc.
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