5.1 Micro-environment

The micro-environment refers to the factors or elements that are close to a company and directly affect its ability to serve its customers, such as suppliers, marketing intermediaries, customers, competitors, and publics.

1. Suppliers: The companies or individuals that provide the raw materials, components, or services required to produce a product or deliver a service.
2. Marketing intermediaries: Agents or organizations that help the company promote, sell, and distribute its products to the final customer, such as wholesalers, retailers, and distributors.
3. Customers: The individuals or organizations that purchase the company’s products or services.
4. Competitors: The other companies that offer similar products or services in the same market.
5. Publics: The various groups that have an interest in or impact on the company, such as consumers, media, local communities, and government agencies.