What is outside the enterprise environment
outside the enterprise environment is a general term for the enterprise outside the political environment, social environment, technological environment, economic environment World steel pipe network editing , etc..
1. Political environment refers to state policies, laws and regulations, the state of development of the political situation at home and abroad.
Social environment refers to the population, income or purchasing power of residents, residents' cultural and educational level.
Technology environment refers to the level of science and technology with the industry and development trends.
Economic environment, including macroeconomic situationWorld Steel Pipe , the world economic situation, the status of industry in economic development, and corporate direct market. Among them, the direct market is most closely with the Corporate Relations, the greatest impact of environmental factors. Including the sales market, the supply market, capital market, the labor market.
Directly to distinguish from the external environment impact on businesses can be divided into two major categories of the general environment and specific environment. General environment that can affect the macro-environment for all enterprises in a particular social, more indirect impact on businesses. The specific environment is a more direct impact on the micro-environment of an enterprise. Of
corporate strategy regular sexual activity is not a continuous ongoing process, often appear stable for some time, and changes in the period of such an intermittent non-recurring activities of the process. This means that for most businesses, strategy formation often in a relatively stable situation, unless the business operation is abnormal, otherwise always tend to continue to move forward along the direction of the set. This means that business success in the past tend to become the trap of business today, the current business success is often the seeds were planted for future failure, due to the changing environment, maintaining the status quo strategic enterprises will lose response sensitivity. So, encourage enterprises to carry out the strategy to re-evaluate and begin the strategy formation process, often as a result of deteriorating business conditions.
Corporate strategy to re-evaluate not only to the enterprise mission, goals, strategies, policy evaluation, but also to the business environment analysis to determine the key strategic elements. Business environment, including the two parts of the external environment and internal environment outside the enterprise environment exists in the outside the organization, usually short-term posed by the control variables for business executives. Internal environment exists in the organization, usually short-term posed by the control variables for business executives, including the organizational structure, culture, resources of three parts.
External environment, the key strategic elements
a social environment,
social environment refers to the generic elements of the business activities without a direct effect and can often the potential impact of business decisions, including the entire enterprise environment Contact the technical, economic, cultural, political and legal strength of the four areas. These elements and the interaction relationship between the forces, the short term, social and cultural forces through which the role of enterprise task environment claim group, affecting the actions and decisions. The long term, through their own activities on the task environment claim group have an important impact. The
two task refers to the environmental
task environment can directly affect the main operating activities or elements affected by the main operating activities for the enterprise and the rights as required by the Group, such as: shareholders, customers, suppliers, competitors, local associations, government departments, financial institutions, and so on. The by
three main sources of information
external environment analysis is an informal process, which relies heavily on the analyst's subjective value judgments. The external environment analysis requires a large amount of information, which depends on a large number of information sources, such as: users, suppliers, bankers, consultants, open and non-publication, personal observation survey, superiors, subordinates who, at the same level partners. The entire enterprise information can be aggregated into the hands of the personnel engaged in environmental analysis, enabling them to organize the processing of this information in a timely manner given the comprehensive and analytical report on the situation of the external environment for enterprises, we must establish the appropriate corporate strategic management information systems.
Enterprise external environment
the 1 macro environment analysis
is generally believed that the macro environmental factors there are four categories of political and legal environment, economic environment, socio-cultural and the natural environment and technical environment.
Political and legal environment, refers to those constraints affect the elements of political and legal system, as well as its operating status. Political environment, including the country's political system, the authority issued by the principles and policies, political groups and political situation and other factors. The legal environment, including factors of the countries to develop laws, regulations, decrees and national law enforcement agencies. Political and legal factors are the basic conditions for the protection of production and operation activities.
Economic environment is an enterprise survival and development of socio-economic situation and the country's economic policies, including social and economic structure, economic structure, development, and macroeconomic policies and other factors. Usually measure the indicators of the economic environment of gross domestic product, the level of employment, price levels, consumer spending allocation scale, international balance of payments, and interest rates, currency supply, government spending, exchange rate and other national monetary and fiscal policy. The impact of economic conditions on the production and operation is more specific.
Social and cultural environment is the social structure of the enterprise in which the social customs and habits, beliefs and values, codes of conduct, the formation and change of lifestyle, culture, traditions, population size and geographic distribution factors. Natural environment, refers to the enterprise in which the natural resources and ecological environment, including land, forests, rivers, oceans, biological, mineral, energy, water, environmental protection, ecological balance and other aspects of development and changes. These factors related to the business to determine the direction of investment, product improvement and innovation and other major business decisions.
Technology environment is a collection of scientific and technological elements in the corporate environment in which the elements are directly related to a variety of social phenomena, including the system of national science and technology, science and technology policy, technological level and technological development trends. Technical environmental impact to the timely adjustment of strategic decision-making, to gain new competitive advantage. (From "business strategy analysis, Zou Zhao Xi, Economic Management Press, pages 20-22.)
2, the micro-environment analysis of the micro-environment of the
enterprises mainly include two aspects of the industry and market environment. The product life cycle, industry, the five competitive forces, the strategic groups within the industry, the key to success factors analysis is an important part of the micro-environmental analysis. Market demand and competition economics analysis can deepen the understanding and awareness of the micro-environment. Following the life cycle of the industry, industry structure analysis, market structure and competition, market demand conditions, strategic groups within the industry and the critical success factors are briefly introduced.
(1) industry life cycle. In an industry, the business situation of enterprises depends on the overall development of their industry and the company in the industry in which competitive position. The analysis of the industrial development of a common understanding of the industry in which the life cycle stage. Industry life cycle stage of product cycle stage divided into four stages of the development period of growth, maturity and recession. Only by understanding the industry in which the life cycle stages, before deciding in an industry should be taken to enter, maintain or retreat, in order to make the correct investment decisions, a reasonable combination to business enterprises in several industries, improve the overall level of profitability.
(2) industrial structure. According to Professor Porter from the perspective of the theory of industrial organization, industrial structure analysis of the basic framework - the five competitive forces from potential entrants, substitutes, and to compete among the buyers, suppliers and existing competitors to analyze the industry competitive intensity and industry profitability. Threat of potential entrants to enter is to reduce market concentration, and stimulate competition among the existing enterprises, and to divide up the existing market share. Alternatives as a product of new technologies and new social needs, the seriousness of the threat of "replacement" of existing industry is very clear, but several alternatives to long-term coexistence is also very common, the law of competition between the alternatives is still value The high gain a competitive advantage. Purchaser, the supplier's bargaining power depends on their strength, for example, to sell (buy) side of the concentration, the degree of product differentiation and the degree of asset specificity, the degree of vertical integration and information mastery. Existing enterprises, competition within the industry, competition by companies for market share within an industry, usually the price competition, advertising campaigns, new product introductions and to enhance the way consumers services.
(3) market structure and competition. Four categories of the economics of market structure: perfect competition, monopolistic competition, oligopoly and completely dominated helps to be a correct estimate of the nature of the market competitors. Strict definition of a perfectly competitive market does not exist in real life, but the fierce price competition in the market prices tend to the description of the marginal cost but not uncommon in many consumer goods market. Monopolistic competition, product differentiation for enterprises to establish regular clients, Bing and allow companies to enjoy some market power prices exceed the marginal cost of these fixed customers. Oligopolistic market, the corporate decision-making depends on the choice of other enterprises, decision-making body of the act direct interaction under the conditions of the decision-making balanced increasingly extensive attention. Efforts to complete monopoly on the market, the monopolist to control the behavior of price-fixing and production damage the interests of consumers by the constraints of antitrust policy, the enterprise through innovation to obtain monopoly power and to achieve high profits but there are some reasonable over the long term monopoly restriction is detrimental to consumers, because it limits competition.
(4) market demand conditions. Analysis of market demand from the two perspectives of the determinants of market demand and price elasticity of demand. Population, purchasing power and the desire to buy determines the size of the market demand, production enterprises can grasp the factors that consumers desire to buy, product prices, the degree of differentiation, promotions, and consumer preferences affect the desire to buy. The main factors affecting the product price elasticity of demand products, the degree of substitution, the proportion of products to consumers, the purchase of share in total expenditure, expenditure on the product, buyers are converted to the conversion costs of alternatives, purchase awareness of those goods, as well as usage of products complementary products. Strategic groups within the industry
(5). Determine the characteristics of all aspects of the strategy of major competitors in the industry is an important aspect of the industry analysis. A strategic group refers to a certain industry in a strategic group of enterprises of the same or similar strategy. Strategic group analysis to help companies understand the competitive impact of the relative strategic position and business strategy changes that may arise to enable enterprises to better understand the state of competition between strategic groups and found that the competitors, to understand the strategic groups between mobile obstacle "to understand the main focus of the enterprise competition within strategic groups, and predict changes in the market and found that the strategic opportunities.
(6) critical success factors. As corporate profits have to have skills and assets in a particular market, the critical success factors may be a price advantage, and a capital structure or the consumer portfolio, or a vertically integrated industry structure. Critical success factors for different industries vary considerably, with the evolution of the product life cycle, the key success factors will change, even though all enterprises in the same industry, may also be in the industry critical success factors have different focus.