There are many external variables that can interfere with the running of the business, either for better or for worse. These factors do not depend on commercial activity, but from external factors that not only affect companies, but the population as a whole. They are known as the macroenvironment of the company, to encompass all of them. In this UnComo.com article we will explain which is the macroenvironment of a company.
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Definition of macroenvironment
The macroenvironment of a company is the term used to encompass all those external variables that affect business activity. These variables generally not only affect the company, but the whole of society and its activities, and include matters related to population, legal or technological issues.
It is essential make a good analysis of the macro environment of a company, since knowing in which situation we develop our activity we will be able to protect ourselves from those issues that may be harmful to us, and take advantage of those situations that allow us to increase sales.
Macroenvironment dimensions
Traditionally the macro business environment has been divided into 7 dimensions to study and assess, which would be the following:
- Demography: population structure, age, migratory movements, birth and mortality rates.
- Economic: income, current GDP evolution, inflation, monetary and fiscal policy of the Government, unemployment, interest rate, exchange rate.
- Cultural and social: lifestyles, social groups, social concerns, changes in the values of society or drug use, among others.
- Legal: barriers to entry and exit to a market, jurisprudence, or regulation of specific issues.
- Politics: division into provinces / autonomies, lobbies, political system, groups with great power in the country.
- Environment: level of degradation, social concerns, protected areas, protective legislation.
- Technological: infrastructures, patents and innovations, R&D or productivity of industries.
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