ArtsAutosBooksBusinessEducationEntertainmentFamilyFashionFoodGamesGenderHealthHolidaysHomeHubPagesPersonal FinancePetsPoliticsReligionSportsTechnologyTravel

The micro-environment is more important than you think

Updated on May 5, 2015

What is the micro-environment?

The micro-environment is everything that has to do with the internal affairs of the business. It is something that the company has complete control over and the micro-environment has a direct influence on your business. There are many components that make up the micro-environment and these all have a direct influence on how your company can meet the needs and wants of your consumers. Your company should have a business plan, a business mission, a target market and an allocation of resources and labour in order for you to have your micro-environment in order.

How to plan for your business.

Within the micro-environment, there are many components that need to come together in order for you to meet the needs of your customers. This is called your marketing strategy and this strategy will help point your company in the right direction.

Firstly, you need to create a mission statement for your business. A mission statement is a simple and concise declaration of your business's core purpose. Your statement should include your aims and values of your business. This will help set an end goal that you will continue to strive towards. This is also a promise to your consumers, so you need to make it clear and keep the value behind it.

Next you need to create your marketing objectives.These are specific smart (specific, measurable, attainable, relevant and time bound) goals that help your workforce achieve the mission statement that you have set for your business. A marketing objective can be many things. It can pertain to either a specific goal or multiple goals. They should not be vague, but should be very specific in order to be carried out effectively. They should relate to a result instead of an activity that should be performed. They should be challenging, but attainable at the same time and they should set within a time period. If you set your objectives within all of these boundaries, then you will be able to drive your workforce towards its goals and towards the mission statement.

Next, there need to be business or long term objectives. These include the whole enterprise and consist of many different aspects. These should consist of the following:

  • Market standing: A business should decide what products and services it wants to sell and to whom it wishes to sell them.
  • Productivity: This is the ratio of inputs and outputs of a business.
  • Innovation: A business that plans to remain competitive in today‚Äôs environment should be innovative and plan for new products.
  • Physical and financial resources: Objectives should be established with regard to plant equipment and supply of raw materials.
  • Profitability: Profit is the reward for the capital investor or entrepreneur.
  • Manager performance and development: Businesses should set objectives that relate to the quality of management performance.
  • Worker performance and attitudes: Objectives should be set regarding factors such as output per employee and quality of the product.
  • Public and social responsibility: Objectives should be set that will address the public and social responsibility initiatives.

There are also functional or short term objectives. These objectives are set by the functioning manager of the functional area. These objectives are as follows:

  • Profit
  • Customer orientation
  • Survival and growth
  • Increase in sales and market share
  • Efficiency motive
  • Marketing instrument objectives.

If you follow all of these plans, you are bound to have a strong workforce that is well prepared and can meet all the goals and the mission statement.

Selecting your target market.

In order for your company to meet its objectives and goals, you need to find a target market that is big enough.Sometimes companies focus on niche markets, but the problem with this is that it is a market that is very small and has a particular taste for a particular product. If you were selling expensive sports cars, then you would be looking for a niche market. If you were selling knives and spoons, you would want a target market that has a great demand for your product. You need to develop your market strategy and your objectives around your target market so that you can get the maximum profits and consumers.

Control your resources and labour.

Your resources and labour or some of the more controlled aspects within the micro-environment. You need to allocate these variables responsibly in order for you to make a profit. Your resources include available capital and skills that are needed in order to be effective. If you can control all of your resources in a responsible manner, then you will be able to get the most out of your workforce for the lowest price. This is always the goal of a business

If you are able to create a mission plan that is simple and concise and if you are able to create your objectives while responsibly allocating your resources and labour, you will be able to have great control over your company and the micro-environment. This will help you with profits and customers and will help improve the image of your company.


All information was taken from the Marketing Management (A South African Perspective) textbook.

Can't, MC and Van Heerden, CH. (2013). Marketing management a South African perspective. Cape Town: Juta & Company Ltd.

Has this been helpful?

See results
Cast your vote for This article


    0 of 8192 characters used
    Post Comment

    No comments yet.


    This website uses cookies

    As a user in the EEA, your approval is needed on a few things. To provide a better website experience, uses cookies (and other similar technologies) and may collect, process, and share personal data. Please choose which areas of our service you consent to our doing so.

    For more information on managing or withdrawing consents and how we handle data, visit our Privacy Policy at:

    Show Details
    HubPages Device IDThis is used to identify particular browsers or devices when the access the service, and is used for security reasons.
    LoginThis is necessary to sign in to the HubPages Service.
    Google RecaptchaThis is used to prevent bots and spam. (Privacy Policy)
    AkismetThis is used to detect comment spam. (Privacy Policy)
    HubPages Google AnalyticsThis is used to provide data on traffic to our website, all personally identifyable data is anonymized. (Privacy Policy)
    HubPages Traffic PixelThis is used to collect data on traffic to articles and other pages on our site. Unless you are signed in to a HubPages account, all personally identifiable information is anonymized.
    Amazon Web ServicesThis is a cloud services platform that we used to host our service. (Privacy Policy)
    CloudflareThis is a cloud CDN service that we use to efficiently deliver files required for our service to operate such as javascript, cascading style sheets, images, and videos. (Privacy Policy)
    Google Hosted LibrariesJavascript software libraries such as jQuery are loaded at endpoints on the or domains, for performance and efficiency reasons. (Privacy Policy)
    Google Custom SearchThis is feature allows you to search the site. (Privacy Policy)
    Google MapsSome articles have Google Maps embedded in them. (Privacy Policy)
    Google ChartsThis is used to display charts and graphs on articles and the author center. (Privacy Policy)
    Google AdSense Host APIThis service allows you to sign up for or associate a Google AdSense account with HubPages, so that you can earn money from ads on your articles. No data is shared unless you engage with this feature. (Privacy Policy)
    Google YouTubeSome articles have YouTube videos embedded in them. (Privacy Policy)
    VimeoSome articles have Vimeo videos embedded in them. (Privacy Policy)
    PaypalThis is used for a registered author who enrolls in the HubPages Earnings program and requests to be paid via PayPal. No data is shared with Paypal unless you engage with this feature. (Privacy Policy)
    Facebook LoginYou can use this to streamline signing up for, or signing in to your Hubpages account. No data is shared with Facebook unless you engage with this feature. (Privacy Policy)
    MavenThis supports the Maven widget and search functionality. (Privacy Policy)
    Google AdSenseThis is an ad network. (Privacy Policy)
    Google DoubleClickGoogle provides ad serving technology and runs an ad network. (Privacy Policy)
    Index ExchangeThis is an ad network. (Privacy Policy)
    SovrnThis is an ad network. (Privacy Policy)
    Facebook AdsThis is an ad network. (Privacy Policy)
    Amazon Unified Ad MarketplaceThis is an ad network. (Privacy Policy)
    AppNexusThis is an ad network. (Privacy Policy)
    OpenxThis is an ad network. (Privacy Policy)
    Rubicon ProjectThis is an ad network. (Privacy Policy)
    TripleLiftThis is an ad network. (Privacy Policy)
    Say MediaWe partner with Say Media to deliver ad campaigns on our sites. (Privacy Policy)
    Remarketing PixelsWe may use remarketing pixels from advertising networks such as Google AdWords, Bing Ads, and Facebook in order to advertise the HubPages Service to people that have visited our sites.
    Conversion Tracking PixelsWe may use conversion tracking pixels from advertising networks such as Google AdWords, Bing Ads, and Facebook in order to identify when an advertisement has successfully resulted in the desired action, such as signing up for the HubPages Service or publishing an article on the HubPages Service.
    Author Google AnalyticsThis is used to provide traffic data and reports to the authors of articles on the HubPages Service. (Privacy Policy)
    ComscoreComScore is a media measurement and analytics company providing marketing data and analytics to enterprises, media and advertising agencies, and publishers. Non-consent will result in ComScore only processing obfuscated personal data. (Privacy Policy)
    Amazon Tracking PixelSome articles display amazon products as part of the Amazon Affiliate program, this pixel provides traffic statistics for those products (Privacy Policy)
    ClickscoThis is a data management platform studying reader behavior (Privacy Policy)