What Is a Micro-Environmental Analysis?

The micro-marketing environment refers to the sum of various forces and factors that are closely connected with the enterprise and directly affect the marketing ability and efficiency of the enterprise, mainly including suppliers, marketing intermediaries, consumers, competitors, the public, and the internal environment of the enterprise. The enterprise itself mainly refers to the internal environment of the enterprise. Within the enterprise organization, the marketing agency and marketing personnel are the core, and other agencies and personnel constitute the internal environmental factors of corporate marketing. Micro-environmental factors have a direct impact on a company's marketing activities, so it is also called direct marketing environment. ^[1]

Micro marketing environment

The micro-marketing environment refers to the sum of various forces and factors that are closely connected with the enterprise and directly affect the marketing ability and efficiency of the enterprise, mainly including suppliers, marketing intermediaries, consumers, competitors, the public, and the internal environment of the enterprise. The enterprise itself mainly refers to the internal environment of the enterprise. Within the enterprise organization, the marketing agency and marketing personnel are the core, and other agencies and personnel constitute the internal environmental factors of corporate marketing. Micro-environmental factors have a direct impact on a company's marketing activities, so it is also called direct marketing environment. ^[1]

Micro-Environment

Supplier analysis

1.Necessity of supplier analysis

A supplier refers to a supply unit that provides specific raw materials, auxiliary materials, equipment, energy, labor services, funds and other resources required by an enterprise for production. The changes in these resources directly affect the production, quality and profit of the company's products, thereby affecting the completion of the company's marketing plan and marketing goals.

2. The influence of suppliers on corporate marketing

(1) Timeliness and stability of supply

Guaranteed supply of raw materials, parts, energy and machinery and equipment is a prerequisite for smooth marketing activities. For example, cotton spinning mills not only need cotton and other raw materials for processing, but also need equipment and energy as production methods and factors. Any problem in the supply of any link will cause the company's production activities to not be carried out normally. For this reason, in order to ensure the supply of goods in time and continuity, the company must maintain a good relationship with the supplier, and must understand and grasp the situation of the supplier in a timely manner and analyze its status and changes.

(2) Changes in the price of goods supplied

Changes in the price of goods supplied will directly affect the cost of the company's products. If a supplier raises the price of raw materials, it will inevitably lead to an increase in the cost of the company's products. If a manufacturer raises the price of a product, it will affect market sales; it can keep the price unchanged, but it will reduce the profit of the company. To this end, companies must pay close attention to and analyze the trend of goods prices of suppliers.

(3) Quality assurance of delivery

Whether the supplier can supply quality-assured production materials directly affects the quality of the company's products, and further affects sales, profits and corporate reputation. Poor quality

1.Supplier

2.Internal departments

3. Marketing agency

4.Customer

5. The public

Competitors