In today’s business, everything changed and the business environment changed too because the world become more dynamic than before and it is changing quickly, due to surrounding and circumstances business enterprise, political, economic, and the most prominent of these changes are globalization and the rapid evolution of technology. According to the business dictionary (2013), business environment …show more content…
Public: any group of the customers and the non-customers of the organisation or products where they are interested in the business, and the business may impact to achieve the interest of the public. For instance, local and media publics.
• Macro environment (general environment):
Success growth and survival the organisation rely on the adaptability to the macro environment factors. In comparison with micro environment general environment or macro environment uncontrollable forces.
According to Philip Kotler, “Macro environment includes forces that create opportunities and pose threat to the business unit. It includes economic, demographic, natural, technological, political and culture environments.”
So, the macro environment includes the following factors:
1. Economic environment: it is a very complex and dynamic in nature and impacts the business operations because it is changeable based on the change in the political and government policies situations, etc. The Economic environment contains three factors that influence the business in a country, economic policies ( the relationship between government and business), economic system (different economies in different countries), and economic conditions (lifestyle and