Introduction

Individual businesses or companies are economic entities that are located on the territory
of a state. They operate in their own space according to their own rules and rules and laws in
that territory. These companies are part of various environments such as the economic
environment where they maintain relationships with other companies, the social environment.
These enterprises are influenced by different factors in micro and macro environment. Under
the influence of these factors, these companies either carry out their activity by adapting to the
situation and creating opportunities or obey and become vulnerable to any external factor. These
two environments through their factors can create for companies a stable business environment
or an unstable business environment. (ADORNO, Theodor W, 1991)
Keywords: medium macro; stable environment; unstable environment; enterprise; goods;
services.

About topic

The subject of this project is the micro and macro environment factors and their
influence on the enterprises. The first part of the paper will consider the micro and macro
environment while the second part will look at the problems encountered by companies in the
environment and the solutions that can be found for them.

About micro economic environment

The micro-economic environment was very much written. It is a topic debated by

authors from both economics and marketing. Micro medium is represented by participants who
are close to the company. Generally, in this environment, there are many factors that impede to
some extent the possibility of serving their buyers. Among the main factors of the macroreality
are employees, buyers, investors, partners in choosing raw materials or even partners. All these
factors influence the behavior of an economic agent. What this must do in such a situation is to
adapt to the market requirement. Adapting to such an environment only brings benefits to both
parties, both for buyers and for the agent. In fact, there is a relationship of interdependence
between them. (Kotler, P. and Levy, S. (1969)

This environment can be translated into direct involvement of economic agents. They
can modify these factors according to their field of activity or their wishes as compared to
macroeconomic factors that do not know any deviation because they are issued by state bodies.

Macroeconomic environment

Representative factors for this environment are political factors, economic factors,
technological factors, socio-cultural factors and even environmental factors. This macro
environment towards the micro environment is in a relationship of subordination to economic
agents or even companies. In this respect, businesses can no longer modify these factors but
merely obey. Of course, there are also competent authorities dealing with the control of these
factors, not becoming coercive or creating injustice. The analysis and identification of these
factors in the macroeconomic environment is most often done through PESTLE analysis.
(GIDDENS, Anthony, 1990)

The concept of PESTLE is a memo-technical abbreviation from political, economic,

socio-cultural and technological terms. The use of the instrument involves three stages: in the
first stage, the relevant factors that apply to the situation under consideration are identified. In
the second stage, the information contained in these factors is identified; in the third stage,
conclusions are drawn based on this information. (Kotler, P. And Armstrong, G. (2013)

Political-legal factors are constituted by the elements of the legal and political
framework in which an organization operates. The legal framework consists of all laws and
regulations as well as the elements of their system of generating and applying them.

Economic factors are generated in turn are generated by the elements of the economic
system in which an organization operates. Correctly determining the stage of the economic
cycle at which the national economy is at a certain point will make it possible to properly adjust
the activities of an organization, knowing the relationship that exists at this stage between
elements such as labor utilization, interest rates, income, inflation and economic growth
indicators.

Environmental factors refer both to the physical and biological environments in which
the organization is found. This environment is also called the green environment because it has
a lot of influence and power on organizational performance. These factors also include issues
related to the global climate, sustainable development, the pollution and the benefits of
biotechnology. This medium macro is a colossal one, encompassing all environmental factors,
thus creating a shield either against organizations or to protect them.

How to manage environmental problems?

In general, the problems that an economic agent may encounter are diverse. Considering
the multitude of surrounding factors can create problems of any nature: legal or administrative,
political or ecological. A possible solution to prevent such problems of any nature could be the
creation of a control and insight into the enterprise. It should be set up by businesses themselves,
be their own regulator and problem solver. It should include several people from different fields
of activity, such as legal, social, environmental, administrative. Practically to be a controlling
body to perform this function. Thus, once an environmental problem has arisen, it will be sent
to the approved inspection body following a series of measures in line with the problem. Of
course, this control body must be biased. (BAUMAN, Zygmunt, 2002)

Even if it is inside the enterprise, it must find the source of the problem. If the source
of the problem is the activity of the firm, then the firm will suffer the consequences, if the
problem comes from the outside and affects the good development of the enterprise activity,
then measures will be taken against the external factor. In fact, this control body can be
considered technocrat because it has one representative for each external factor, represented in
that field. Even if the creation of such an organ appears to be a complex and costly process, the
realization will bring long-term benefits, amortizing at one stage the costs of realization and
maintenance. (CASTELLS, Manuel,1998)

Conclusion

Regardless of the subject matter of the enterprise, it will always be affected or influenced
by external factors. What is important and considered is how it reacts and tries to diminish
influence and losses. Keeping in mind that these factors always exist, most businesses have
understood what they must do and have taken precautions and conservation measures.
Establishing a controlling authority on the influence of environmental factors is a safe and
future solution. The age of the enterprise, the object of its activity, the economic performance,
are enough reasons for the economic agents to invest in part of the control and maintenance of
the environment factors, whether they come from micro environment or medium macro.
References:

1) ADORNO, Theodor W. The Culture Industry: Selected essays on mass culture,

Routledge, London, 1991
2) BAUMAN, Zygmunt, Globalizarea și efectele ei sociale, Editura Antet,
București, 2002
3) CASTELLS, Manuel, End of Millennium, Blackwell, Oxford, 1998
4) GIDDENS, Anthony, Les consequences de la modernite, L’Harmattan, Paris,
2000
5) Kotler, P. and Levy, S. (1969) ‘Broadening the concept of marketing’, Journal
of Marketing, vol. 33, no. 1, pp.10–15.
6) Kotler, P. And Armstrong, G. (2013) Principles of Marketing. London: Prentice
Hall.