What is External Microenvironment? Definition of External Microenvironment, External Microenvironment Meaning and Concept
The external microenvironment is the set of actors outside the company and, at the same time, close to it.
Therefore, we define the external microenvironment as the actors outside the company, and at the same time, close.
These are not controllable, since all of them have managers who make their own decisions, but in the same way that they are going to influence the organization itself, the organization is going to influence them.
To place the external microenvironment in our mind, we will remember that the marketing environment is made up of two dimensions: the macroenvironment and the microenvironment, and this, at the same time, is divided into internal and external microenvironment.
Why study the external microenvironment?
Knowing the situation of said microenvironment allows us to create beneficial strategies and relationships to improve commercial exchange with the end customer.
Actors of the external microenvironment
- Suppliers : they are in charge of providing the company with the raw material
- Competitors : companies that meet the same needs as our company force us to follow strategies that must be constantly updated.
- Clients : they constitute the tip of the iceberg of said microenvironment, and the company must adapt its offer taking into account the market to which they belong; be it consumer, industrial, government, international or distributors.
- Intermediaries : their task is to get the product to the final consumer, either through distribution, promotion and advertising.
- Interest groups or stakeholders : it is common for the company to have the need to go to them in order to carry out its final objective. Examples of stakeholders are financing companies, the media.