When analyzing the internal environment of an enterprise, it is important to take into account a number of points that will make it possible to understand the essence of its activities. These include the marketing environment, the macro environment, and goal setting analyzes of the internal environment.
Analysis of the marketing environment
The analysis of the internal environment of the enterprise allows it to carry out its successful activities and to occupy a strong position in the market, since it makes it possible to identify all shortcomings in time and correct them. The analysis of the internal environment of the enterprise is based on several important factors, one of which is the study of the marketing environment. What does it include?
First and foremost, it is important to identify the main influence groups using peer review. Secondly, it is necessary to concretize and evaluate external factors and their influence on the internal environment of the enterprise. Thirdly, it is necessary to highlight the most significant factors, which should be paid special attention to. Fourth, it is important to have a good understanding of the extent to which they affect the enterprise. Fifth, measures should be developed to reduce the negative impact of these factors. The last, sixth component of the analysis of the marketing environment is planning forecasts and the consequences of the development of the external environment. This means that the analysis of the internal environment of an enterprise is impossible without an assessment of external factors that somehow affect its structure.
Macroenvironment analysis
The analysis of the macroenvironment is based on an understanding of the immediate environment of the enterprise. This includes evaluating producers of similar products, examining the competitive power of consumers, controlling the distribution system, and evaluating producers of substitute products. In addition, the analysis of the macro environment takes into account the influence of suppliers on the inventory of the enterprise and the ability to work with larger suppliers - this allows you to get the maximum discounts and investment services.
Analysis of the macroenvironment allows you to understand the following points: the state of technical equipment, the inventory control system, the efficiency of capacity use, the cost of raw materials, control over the quality of goods, the value of costs, innovation and the efficiency of the procurement system.
Analysis of the internal environment
The analysis of the internal environment is designed to achieve the following goals: assessment of the current state of the business, the correct use of resources and clarification of the strategy within the enterprise. In this case, it is better to use a SWOT analysis, which determines the strengths and weaknesses of the enterprise. In this case, it is important to consider all areas of the company, that is, marketing, management and organization, sales, production, personnel and financial management. This analysis allows you to study the development trends of the company and the possibility of using its strengths.
The analysis of the internal environment of the enterprise should take into account such points as the motivation system, the level of management organization, the availability of a production base, the study of demand, and so on. All this will provide a complete picture of the state of the enterprise.
