国际商务环境(英文)Chapter-2-The-External-Environment-of-Bu.ppt

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1、Chapter 2The External Environment of BusinessLearning ObjectivesFindicate the basic features of business activityFportray the business organization as a system interacting with its environmentFdemonstrate the range and complexity of the external influences on business activityFidentify the central t

2、hemes inherent in the study of the business environmentText:The Business Organization and Its EnvironmentFBusiness activity is a fundamental and universal feature of human existence.FNarrow view of business“大商务”FBroad view of business“小商务”A model of business activity FAll business organizations are

3、ultimately involved in the same basic activity-the transformation of inputs(resources)into outputs(goods or services).The firm in its environmentTwo levels of environmentEnvironmental influences on a firms marketing systemThe immediate or operational environmentFResources and resource marketFCustome

4、rsFCompetitors Analyzing the business environmentFInteraction with the environmentFInteraction between environmental variableFThe complexity of the environmentFEnvironmental volatility and changeFEnvironmental uniquenessFDifferent spatial levels of analysisFTwo-way flow of influenceSummary of key po

5、intsFBusiness activity is essentially concerned with transforming inputs into outputs for consumption purposes.FAll businesses operate within an external environment which shapes their operations and decisions.FThis environment comprises influences which are both operational and general.FThe operati

6、onal environment of business is concerned with such factors as customers,suppliers,creditors and competitors.FThe general environment focuses on what are known as the PESTLE factors.FIn analyzing a firms external environment attention needs to be paid to the interaction between the different environ

7、mental variables,environmental complexity,volatility and change and to the spatial influences.FWhile all firms are affected by the environment in which they exist and operate,at times they help to shape that environment by their activities and behavior.1.How would you differentiate between the vario

8、us business organizations?FDifferentiate the various business organizations in terms of their size,type of product and/or market,methods of finance,scale of operations,legal status and so on.2.What does the general environment and the immediate environment of business organizations comprise respecti

9、vely?FThe general environment economic environment political environment social,cultural and demographic environment technological environment legal environmentethical environmentFThe immediate environment resources and resource marketcustomerscompetitors 4.What are the main factors of a business or

10、ganizations immediate environment?FAccording to the text,the main factors of a business organizations immediate environment include its resources and resource market,competitors and customers.5.When analyzing the external environment of a business organization,what are the aspects that we should con

11、sider?FInteraction with the environmentFInteraction between environmental variableFThe complexity of the environmentFEnvironmental volatility and changeFEnvironmental uniquenessFDifferent spatial levels of analysisFTwo-way flow of influenceApply your understandingFTaking examples from a range of qua

12、lity newspapers,illustrate ways in which business organizations are affected by their external environment.FGive examples of the ways in which business organizations can affect the external environment in which they operate.FIn what senses could a college or university be described as a business org

13、anization?How would you characterize its inputs and outputs?Essay questions Please write an essay of about 500 words to describe the impact that the Internet has had on the external environment businesses face.Case study:Disneys Strategy in ChinaFCase-related questions:F1.What strategy did Disney em

14、ploy when it re-entered Chinas market?F2.How do you use PESTLE model to analyze the Chinas general environment for Disneyland?F3.Among these environment factors,which are positive to the companys development and which are negative?PointFPeace,macroeconomic stability,and a stable business environment

15、 are all important for Africas development.FReforms in business environment are critical in stimulating the growth Africa needs and bringing the employment which is critical in addressing poverty.FThe best way to create jobs for the poor in the private sector,and allow the informal operators to join

16、 the formal sector is business environment reform.FWithout a good enabling environment,there is no incentive for an individual to invest.CounterpointFThe idea of poverty reduction through business environment reform is simplistic and based on unrealistic assumptions.Fhere is no empirical evidence th

17、at Business Environment Reform(BER)is good for GDP growth.FWhat drives successful reforms is passion which can only be created at the local level where present impacts are least felt.FBER risks treating the symptoms rather than the disease,and as such there is little hope that it will achieve much.F

18、Business Environment reform is only the way forward in 1/3 of African countries;those that are resource poor and on the coast.Environment ScanningFEnvironmental scanning is a process of gathering,analyzing,and dispensing information for tactical or strategic purposes.FThe environmental scanning proc

19、ess entails obtaining both factual and subjective information on the business environments in which a company is operating or considering entering.The Macro-environmentFEnvironmental scanning usually refers just to the macro environment,but it can also include industry and competitor analysis,consum

20、er analysis,product innovations,and the companys internal environment.Macro environmental scanning involves analyzing:FThe economyFGovernmentFLegal FTechnologyFEcologyFSocio-culturalFPotential suppliersFstakeholders The Economic FactorsFGDP per capita Feconomic growth Funemployment rate Finflation r

21、ate Fconsumer and investor confidence Finventory levels Fcurrency exchange rates Fmerchandise trade balance Ffinancial and political health of trading partners Fbalance of payments Ffuture trends The Legal FactorsFminimum wage laws Fenvironmental protection laws Fworker safety laws Funion laws Fcopy

22、right and patent laws Fanti-monopoly laws FSunday closing laws Fmunicipal licenses Flaws that favor business investment The Technological FactorsFefficiency of infrastructure,including:roads,ports,airports,rolling stock,hospitals,education,healthcare,communication,etc.Findustrial productivity Fnew m

23、anufacturing processes Fnew products and services of competitors Fnew products and services of supply chain partners Fany new technology that could impact the company Fcost and accessibility of electrical power The Ecological FactorsFecological concerns that affect the firms production processes Fec

24、ological concerns that affect customers buying habits Fecological concerns that affect customers perception of the company or product The Socio-cultural FactorsFdemographic factors such as:population size and distribution age distribution education levels income levels ethnic origins religious affil

25、iations Fattitudes towards:materialism,capitalism,free enterprise individualism,role of family,role of government,collectivism role of church and religion consumerism environmentalism importance of work,pride of accomplishment Fcultural structures including:diet and nutrition housing conditions Pote

26、ntial SuppliersFLabor supply quantity of labor available quality of labor available stability of labor supply wage expectations employee turn-over rate strikes and labor relations educational facilities FMaterial suppliers quality,quantity,price,and stability of material inputs delivery delays proxi

27、mity of bulky or heavy material inputs level of competition among suppliers FService Providers quantity,quality,price,and stability of service facilitators special requirements StakeholdersFLobbyists FShareholders FEmployees FPartners Changing External EnvironmentMarkets are changing all the time.It

28、 does depend on the type of product the business produces;however,a business needs to react or lose customers.FSome of the main reasons why markets change rapidly Customer develop new wants and needs.New competitors enter a market.New technologies mean that new products can be made.Government introd

29、uces new legislation,e.g.increasing minimum wage.Business and Competition(1)Though a business does not want competition from other business,inevitably most will face a degree of competition.FThe amount and type of competition depend on the market the business operates in:Many small business-e.g.a sh

30、opping mall or a city center arcade-close rivalryA few large rival firms-e.g.washing powder or Coke and PepsiA rapidly changing market-e.g.where the technology is developing very quickly-the mobile phone marketBusiness and Competition(2)A business could react to an increase in competition(e.g.a laun

31、ch of rival product)in the following ways:Cut price(but can reduce profits)Improve quality(but increases costs)Spend more on promotion(e.g.do more advertising,increase brand loyalty;but costs money)Cut costs,e.g.use cheaper materials,make some workers redundantWebalert Fa website offering simple sol

32、utions and powerful advice concerning business Fhttp:/Fa website providing business theories and business case for study at Fa website where you can find the newest business news and industry reportsFhttp:/Further readingMorris,H.&Willey,B.(1996).The corporate environment.New Jersey:Prentice Hall.St

33、einer,G.A.&Steiner,J.F.(1994).Business,government,and society:A managerial perspective.(7th ed.).New York:McGraw-Hill.Worthington,I.,Britton,C.&Rees,A.(2005).Economics for business:Blending theory and practice.(2nd ed.).New Jersey:Prentice Hall.AssignmentFAmong all the external factors which a business organization faces,which do you think is of the most significance?FAnalyze the external environment of your university as a business organization.Thank You!