External Environment and Market Factors
The external environment significantly impacts business costs and demand. PESTLE analysis helps understand these factors: Political, Economic, Social, Technological, Legal, and Ethical/Environmental influences.
Factors influencing demand include income levels, trends and preference changes, availability of substitutes, competition levels, and unemployment rates. Good market conditions mean rising sales figures, possibly rising prices, and manageable competition.
Factors affecting costs include increases in raw material prices, wage costs, energy expenses, inflation, and competitive pressures on supply costs. Understanding these helps predict business performance and strategic decisions.
Real World Application: Businesses must constantly monitor external factors because they directly impact profitability and long-term survival strategies.