Page 30 - EBOOK DPM 10013 POM-FINAL 25.10.2021

2.1 Company’s Microenvironment

The term "micro environment" refers to the environment that comes into direct contact

with a corporation and has an immediate impact on its daily operations. It is a collection

of forces or variables that are near to the organisation and have the potential to influence
the firm's performance as well as day-to-day operations.

Table 2.1:The definition of Microenvironment

What is Microenvironment?

Consists of the forces By assessing the goods Elements of a company’s
closet to the company or services that microenvironment affect

that play an important customers require, the its marketing efforts

role on the company’s corporation identifies because marketing
ability to full fill business prospects in activities involve the

customers’ needs (Kotler the microenvironment. company as a whole and

and Armstrong, 2016) the elements affecting the
company will influence

marketing decision-
making.

Figure 2.1: The Company Microenvironment

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