Understanding
the environment within which the business has to operate is very important for
running a business unit successfully at any place. Because, the environmental factors
influence almost every aspect of business, be it its nature, its location, the
prices of products,
the distribution system, or the personnel policies. Hence it is important to
learn about
the various components of the business environment, which consists of the
economic aspect,
the socio-cultural aspects, the political framework, the legal aspects and the technological
aspects etc. In this chapter, we shall learn about the concept of business environment,
its nature and significance and the various components of the environment. In
addition, we shall also acquaint ourselves with the concept of social
responsibility of business
and business ethics.
The
term ‘business environment’ connotes external forces, factors and institutions
that are beyond
the control of the business and they affect the functioning of a business
enterprise. These
include customers, competitors, suppliers, government, and the social,
political, legal
and technological factors etc. While
some of these factors or forces may have direct influence
over the business firm, others may operate indirectly. Thus, business
environment may
be defined as the total surroundings, which have a direct or indirect bearing
on the functioning
of business. It may also be defined as the set of external factors, such as economic
factors, social factors, political and legal factors, demographic factors,
technical factors
etc., which are uncontrollable in nature and affects the business decisions of
a firm.
Feature of business environment
features of business environment can be summarized as follows.
(a)
Business environment is the sum total of all factors external to the business
firm and that
greatly influence their functioning.
(b)
It covers factors and forces like customers, competitors, suppliers,
government, and the
social, cultural, political, technological and legal conditions.
(c)
The business environment is dynamic in nature, that means, it keeps on
changing.
(d)
The changes in business environment are unpredictable. It is very difficult to
predict the
exact nature of future happenings and the changes in economic and social environment. .
(e)
Business Environment differs from place to place, region to region and country
to country.
Political conditions in India differ from those in Pakistan. Taste and values cherished
by people in India and China vary considerably.
Importance of business environment
There
is a close and continuous interaction between the business and its environment.
This interaction
helps in strengthening the business firm and using its resources more
effectively.
As
stated above, the business environment is multifaceted, complex, and dynamic in
nature and
has a far-reaching impact on the survival and growth of the business. To be
more specific,
proper understanding of the social, political, legal and economic environment helps
the business in the following ways:
(a)
Determining Opportunities and Threats: The interaction between the business and
its environment would identify opportunities for and threats to the business.
It helps
the business enterprises for meeting the challenges successfully.
(b)
Giving Direction for Growth: The interaction with the environment leads to
opening up
new frontiers of growth for the business firms. It enables the business to
identify the areas
for growth and expansion of their activities.
(c)
Continuous Learning: Environmental analysis makes the task of managers easier
in dealing
with business challenges. The managers are motivated to continuously update their
knowledge, understanding and skills to meet the predicted changes in realm of business.
(d)
Image Building: Environmental understanding helps the business organisations in improving
their image by showing their sensitivity to the environment within which they are
working. For example, in view of the shortage of power, many companies have set
up Captive Power Plants (CPP) in their factories to meet their own requirement
of power.
(e)
Meeting Competition: It helps the firms to analyse the competitors’ strategies
and formulate
their own strategies accordingly.
(f)
Identifying Firm’s Strength and Weakness: Business environment helps to
identify the
individual strengths and weaknesses in view of the technological and global developments.
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