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The Market Environment is a broad concept incorporating all the external and internal factors that influence a company’s marketing decisions. Internal factors include various departments like management, finance, research and development, purchasing, and accounting, that shape the company’s individuality. Conversely, the external factors consist of components outside the organization, such as customers, partners, and competitors, which form the micro-environment, and larger societal forces like demography, economy, technology^[2], politics, and culture, known as the macro-environment. Companies perform Market Environment Analysis by using tools like PEST and SWOT to understand these influences better. They also engage in activities such as market-scanning and market-shaping to monitor and actively shape the market conditions, respectively, for gaining a competitive advantage^[1].

Terms definitions

1. ↑ competitive advantage. Competitive Advantage is a key business concept that refers to the unique ability of a company to outperform its industry rivals. It is achieved through various strategies identified by Michael Porter, a foremost authority in strategic management. These include cost leadership, differentiation, and focus. Cost leadership involves the production of goods or services at a lower cost, granting higher profit margins. Differentiation, on the other hand, entails offering unique products or services that stand out in the market. Lastly, the focus strategy targets specific market segments to optimize resource utilization. Factors internal to a company, such as positioning, corporate identity, and core competencies, also contribute to competitive advantage. However, advantages can sometimes be classified as unfair if they grant benefits to a business that are not accessible to others, hence disrupting market fairness. Government bodies often intervene in such cases to maintain fair market dynamics. Furthermore, the resource-based view of a firm and its capacity for innovation are other key determinants of competitive advantage.

2. ↑ technology. Technology, derived from the Greek words meaning craft and knowledge, is a broad term that refers to the tools, machines, and systems developed by humans to solve problems or fulfill objectives. Originating with primitive tools like stone axes and the discovery of fire, technology has evolved significantly throughout human history. It has been instrumental in different eras, from the invention of the wheel and advanced irrigation systems in ancient civilizations to the birth of universities and printing press during the medieval and Renaissance periods. The Industrial Revolution in the 18th century marked a significant shift in mass production and innovation, giving rise to modern technologies like electricity, automobiles, and digital communication platforms. Today, technology is integral to various aspects of life and society, driving economic growth and societal change, while also raising concerns about security, privacy, and environmental impacts. The future of technology is expected to bring even more advancements, with the rise of artificial intelligence predicted to have significant implications for the job market.

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Market environment (Wikipedia)

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Market environment and business environment are marketing terms that refer to factors and forces that affect a firm's ability to build and maintain successful customer relationships. The business environment has been defined as "the totality of physical and social factors that are taken directly into consideration in the decision-making behaviour of individuals in the organisation."

The three levels of the environment are as follows:

Internal environment – the internal elements of the organisation used to create, communicate and deliver market offerings.
External micro environment – Local forces that affect its ability to serve its customers.
External macro environment – larger societal forces that affect the survival of the organisation, including the demographic environment, the political environment, the cultural environment, the natural environment, the technological environment and the economic environment. The analysis of the macro marketing environment is to better understand the environment, adapt to the social environment and change, so as to achieve the purpose of enterprise marketing.

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