Business Environment: Macro and Micro

• Study of the Environment (Macro + Micro; DAFO-CAME; Vision-Mission and Values)

Index

• The general environment or macroenvironment
• The specific environment or microenvironment
• Analysis of the relationship of a SME with its environment; SWOT analysis
• Corporate culture and corporate image

Environmental Study

• Available tools help analyze all the factors surrounding a company to achieve a complete analysis
• There must be a differentiation between two environments when carrying out this analysis: the macroenvironment and microenvironment

Conception of the Business

• Idea of business, previous viability, mission of the company

Strategic Analysis

• External analysis, internal analysis, SWOT analysis, business model

Formulation of Action Plan

• Marketing plan
• Operations plan
• Organization and HR plan
• Information Technology Plan
• Economic-Financial Plan

Start-up Plan

Macroenvironment

• It is the general or macro environment
• It includes: demographic, political/legal, technological, environmental, economic, and sociocultural factors

Microenvironment

• It is the specific or micro environment
• It includes: suppliers, company, clients, and competitors

Macroenvironment

• There will be an analysis using PESTEL, a technique that defines the macroenvironment through a series of external factors of a political, economic, sociocultural, technological, ecological, and legal nature
• Identify the various factors in the environment and try to predict what will happen in the future to take them into account

Macroenvironmental Factors

• Politics: Factors associated with politics that may influence the company's activity
• Economics: economic cycles, crises, interest rates, inflation, income levels
• Sociocultural: trends in society, tastes, ways of communicating, demographic changes
• Technological: investment in R&D, the emergence of new technologies, the use of ICT
• Ecological: environmental protection laws, regulations on energy consumption, global warming, recycling
• Legal: licenses, property rights, social security laws

Microenvironment

• This analysis can be complemented with the 5 forces of Michael Porter, where the environment of the industry or market to which the company belongs can be analyzed

Porter's Five Forces

• Rivalry among competing companies
• Substitute products or services
• Negotiating power of customers
• Bargaining power of suppliers
• Threat of new competitors

Specific Environment

• Consists of the set of factors that directly affect the company depending on the sector in which they operate

These factors include:

• Potential entrants
• Suppliers
• Competitive rivalry
• buyers
• Substitutes

SWOT Analysis

• This tool identifies the strengths and weaknesses (internal scope), as well as threats and opportunities (external scope)
• Prioritize between 6 and 8 factors for each point
• Direct competition refers to companies that operate in the same market and sell the same product or service to the same market segment
• Indirect competition would be companies that compete in the same market and target the same customers, but offer a product or service that is a substitute

CAME

• Analysis instrument that defines the strategies to follow to address the conclusions obtained from the SWOT analysis
• It allows to land the ideas established in the SWOT to install them in a real activity plan

CAME Analysis

• Weaknesses: internal weaknesses in your project
• Threats: external threats that may arise
• Strengths: strengths that define your business
• Opportunities: new opportunities that arise

Mission of a company

• Describes the activity that is key in the organization to achieve its vision, which are the goals or achievements that constitute the raison d'être of the company

Questions of factors that influence the mission of a company

• What is it that you want to offer?
• Why do you want to create this business?
• What is the user profile you want to attract?
• What business image do you want to communicate?
• What factors determine the price and quality of your products and/or services?
• What relationship will you have with your employees?
• What is your differentiating aspect that stands out above your competition?
• Can our business be really competitive?

Vision of a company

• The dream, is a declaration of aspirations of the company in the medium or long term, is the image of the future of how we want the company to be later on
• Its purpose is to be the engine and guide of the organization to achieve the desired state

Questions of factors that influence the vision of a company

• How will your company be in a few years?
• What are your goals in the short, medium, and long term?
• What will be the key values and attitudes of the company?
• What do you want people to think about your company in the future?
• What aspects would you like to achieve to grow?

Values of a company

• The intangible that at the same time is so important, and serve to define the ethical principles of a company or business

Questions of factors that influence the values of a company

• What is the value proposition of your business?
• What is the strategy of the Organization, and how does it contribute to its achievement?
• What are the corporate values that distinguish your Organization from others?
• How do you fit into the organization?
• What are my ethical principles?

Corporate Culture and Corporate Image

• Search for the differences between corporate culture, brand, and corporate identity