The document discusses the micro marketing environment, which includes small forces within a company that directly impact its operations and success. These microenvironmental factors are employees, customers, suppliers, distribution channels, competitors, and the general public. Each of these groups influences the business in different ways such as through employee skills impacting customer service or competitors influencing marketing plans. The microenvironment is the closest layer to a business and has the most direct control over its performance.

1. MICRO
MARKETING
ENVIRONMENT
MICHAEL CHIPHWANYA

2. THE MARKET ENVIRONMENT
The firm’s ability to
build and maintain
successful
relationships with
customers.
LEVELS OF THE ENVIRONMENT
MICRO
•Small forces within the company
MESO
•The industry the company operates
MACRO
•Large societal forces

3. MICRO ENVIRONMENT
The elements in an organization’s immediate
area of operations that affect its performance
and decision making.

4. FACTORS OF THE MICRO-ENVIRONMENT
These are close to a
business and have
direct impact on its
business operations
and success.
Employees
Customers
Suppliers
Distribution
Channels
Competitors
The General
Public

5. EMPLOYEES
The business employs
staff who through
motivation, skills and
experience will affect
customer service,
customer experience and
ultimately sales.

6. CUSTOMERS
The firm is to aim to
attract and retain
customers through
products that meet their
“wants and needs” and
provide excellent
customer services.

7. SUPPLIERS
A supplier’s behaviour will
directly impact the
business it supplies
inherently impacting the
customer experience
quality

8. CHANNEL DISTRIBUTION

9. COMPETITORS
Competitors influence
your actions as a firm
and their actions will
influence your own
marketing plan

10. THE GENERAL PUBLIC
The general public
constitutes
stakeholders who may
not generally be
paying customers but
who have an influence
on the decisions
carried out by a
business

11. “The heart of
marketing is behaviour
modification, and this
will remain our focus”
– Jennifer S. Nelson
Jennifer S. Nelson, Global Director/Global
strategy and insights, Johnson & Johnson