External Environments

Understanding the Impact of the External Environment

The external environment covers the range of factors which may affect a business but are outside the business' control. External environmental factors can affect a business’ costs and demands. Businesses must understand the external environment factors so that they can respond to changes:

Competition

Competition can affect a business’ costs and demands as the presence of competitors may reduce demand for a business' product or service.
The presence of a competitor can also increase business costs as a business may increase its spending on promotion and advertising or may invest in research and development to improve the products offered for sale.

Example of the impact of competition

For example, from 2012, Tesco experienced falling demand as competition from Aldi and Lidl rose in the food retail industry.
This competition increased Tesco’s costs as it increased its promotional activity and increases its investment in developing its new range of food items, known as Stockwell & Co, which replaced its Tesco Value range.

Market conditions

Market conditions can affect a business’ costs and demands. If a market is increasing in size, a business must ensure it competes against other competitors to secure its own share of the increasing market, and this increases costs.
For example, the market for online food shopping has increased in recent years and Morrisons has had to invest in its website and delivery network to maintain competitiveness otherwise the demand for Morrisons' services may fall.

Consumer income

Consumer income can affect a business’ costs and demands.
If consumer incomes are decreasing, demand for luxury items, like watches and cars may decrease as people make decisions to stop purchasing these products.
Businesses may also invest more heavily in promotional and advertising campaigns to try and increase demand, and this also increases business costs.

Example: The impact of consumer income

In the 2007-08 recession, consumer incomes fell. The demand for luxury goods and upmarket groceries fell during the time of the recession. This initially impacted food retailers like Waitrose. Many people shifted from supermarkets like Tesco and Asda to Aldi and Lidl too.
But, falling consumers incomes can benefit some businesses e.g Aldi.

The External Environment - Other Environmental Factors

External environment factors can affect a business’ costs and demands. Businesses must understand the external environment factors, so that it can respond to changes:

Interest rates

Interest rates can affect a business’ costs and demands as an increase in interest rates increases the cost of business’ borrowing whilst also reducing the amount spent by consumers as they make decisions to save instead of spend.
For example, an increase in the interest rate will affect a car manufacturer, such as Toyota, as consumers are less likely to take out loans to purchase new cars, which decreases demand.
If Toyota has any variable rate loans, then Toyota's business costs will rise too as they repay the loan.

Demographic changes

Demographic changes, such as an ageing population, can affect a business’ costs and demands. For example, as the UK’s population ages, there is an increase in the number of people in higher age brackets, and this increases demand for items such as holiday packages targeted at senior citizens and cruises.
As net migration continues to increase, demand for cultural shops such as Polish food stores continues to increase and this can reduce demand for groceries from existing retailers such as Asda.

Environmental and ethical factors

Environmental and ethical factors can affect a business’ costs and demands. As consumer awareness of environmental and ethical factors continues to develop, consumers are demanding products which are produced ethically and in an environmentally friendly way which increases business costs and can decrease demand if businesses fail to address changing needs.
For example, consumers are becoming increasingly aware of the issues caused by plastic production which has led cosmetics businesses to remove plastic beads from its products, which may increase costs or reduce demand.
There is also a focus on vegan foods and artificial meat businesses like Impossible Foods.

1What is Business?

1.1Understanding the Nature of Business

1.1.1Why Businesses Exist

1.1.2Business Aims & Objectives

1.1.3Revenue & Costs

1.1.4A-A* (AO3/4) - Cost Leadership

1.1.5Profit

1.1.6End of Topic Test - The Nature of Business

1.2Understanding Different Business Forms

1.2.1Sole Traders

1.2.2Limited Liability

1.2.3Non-Profit

1.2.4Franchising

1.2.5A-A* (AO3/4) - Franchising at Blockbuster

1.2.6Key Business Terms

1.2.7Shareholders

1.2.8End of Topic Test - Different Businesses

1.3External Environments

1.3.1External Environments

2Managers, Leadership & Decision Making

2.1Understanding Management

2.1.1Managers

2.1.2(2024 EXAMS ONLY) Blake Mouton

2.1.3Management Theories

2.1.4End of Topic Test - Management

2.2Understanding Management Decision Making

2.2.1Scientific Decision Making

2.2.2Intuition Decision Making

2.2.3Influences on Decision Making

2.2.4A-A* (AO3/4) - Taylorism & Jack Welch

2.2.5End of Topic Test - Management Decisions

2.3Understanding Stakeholders

2.3.1Stakeholders

3Decision Making to Improve Marketing Performance

3.1Decision Making to Improve Marketing Performance

3.1.1Setting Marketing Objectives

3.2Understanding Markets & Customers

3.2.1Market Calculations

3.2.2Market Research

3.2.3Market Mapping

3.2.4Methods of Market Research

3.2.5Interpreting PED & YED

3.3Market Segmentation, Targeting & Positioning

3.3.1Segmentation

3.3.2Niche & Mass Markets

3.4Marketing Mix

3.4.1Marketing Mix

3.4.2Product Decisions

3.4.3Pricing Decisions & Price Skimming

3.4.4Pricing Decisions & Price Penetration

3.4.5A-A* (AO3/4) - Pricing & Competition

3.4.6Promotional Decisions

3.4.7Promotional Decisions 2

3.4.8Promotional Decisions 3

3.4.9Distribution Decisions

3.4.10Distribution Decisions 2

3.4.11Digital Marketing

3.4.12Evaluating Digital Marketing

3.4.13A-A* (AO3/4) - The Marketing Mix & Promotion

4Decision Making to Improve Operational Performance

4.1Setting Operational Objectives

4.1.1Setting Operational Objectives

4.2Analysing Operational Performance

4.2.1Operations Data

4.2.2A-A* (AO3/4) - The Problem with Operations Data

4.3Increasing Efficiency & Productivity

4.3.1Capacity

4.3.2Productivity & Efficiency

4.3.3Technology & Efficiency

4.4Improving Quality

4.4.1Importance of Quality

4.4.2Measuring & Identifying Quality

4.4.3Total Quality Management

4.4.4Evaluating Total Quality Management

4.4.5A-A* (AO3/4) - Toyota Production System

4.5Managing Inventory & Supply Chains

4.5.1Improving the Supply Chain

4.5.2Inventory

4.5.3Outsourcing

5Decision Making to Improve Financial Performance

5.1Financial Objectives

5.1.1Setting Financial Objectives

5.1.2Influences on Financial Objectives

5.2Analysing Financial Performance

5.2.1Cash-Flow & Budgets

5.2.2Break-Even & Profitability Analysis

5.3Sources of Finance

5.3.1Internal Sources of Finance

5.3.2External Sources of Finance

5.3.3Factors for Financing

5.3.4A/A* (AO3/4) - Debt

5.4Improving Cash Flow & Profit

5.4.1Improving Cash Flow & Profits

6Improving Human Resource Performance

6.1Human Resource Objectives

6.1.1Setting Human Resource Objectives

6.1.2Human Resource Management

6.2Analysing Human Resource Performance

6.2.1Analysing Human Resource Performance

6.2.2Analysing Human Resource Performance 2

6.2.3Analysing Human Resource Performance 3

6.3Improving Organisational Design

6.3.1Job Design

6.3.2(2024 EXAMS ONLY) Hackman & Oldham's Model

6.3.3Organisational Design

6.3.4Human Resource Flow

6.3.5A-A* (AO3/4) - Amazon & Netflix Org Design

6.4Improving Motivation & Engagement

6.4.1Motivating & Engaging Employees

6.4.2Taylor's Theory

6.4.3Maslow's Theory

6.4.4Herzberg's Theory

6.4.5Different Incentives

6.4.6Evaluating Incentives

6.5Improving Employer-Employee Relations

6.5.1Improving Employer-Employee Relations

6.5.2A-A* (AO3/4) - The Winter of Discontent

7Analysing the Strategic Position of a Business

7.1Mission, Corporate Objectives, Strategy

7.1.1Business Mission & Corporate Objective

7.1.2Mission, Corporate Objectives & Strategy

7.1.3SWOT Analysis

7.1.4A-A* (AO3/4) - SWOT Analysis

7.2Financial Ratio Analysis

7.2.1Financial Ratios

7.3Overall Performance

7.3.1Non-Financial Data

7.3.2Core Competences

7.3.3(2024 EXAMS ONLY) Kaplan and Norton's Balanced Sco

7.3.4Assessing Business Performance

7.3.5A-A* (AO3/4) - Assessing Financial Performance

7.4Political & Legal Change

7.4.1Political & Legal Change

7.5Economic Change

7.5.1Economic Environment

7.5.2Business Considerations from Globalisation

7.5.3A-A* (AO3/4) - Interest Rates in the UK

7.6Social & Technological Environment

7.6.1Social & Technological Environment

7.6.2Lifestyle & Technological Environment

7.6.3Corporate Social Responsibility

7.7Competitive Environment

7.7.1Porter's Five Forces

7.7.2A-A* (AO3/4) - The 5 Forces

7.8Investment Appraisal

7.8.1Investment Appraisal

8Choosing Strategic Direction

8.1Choosing Areas of Competition

8.1.1Choosing Areas of Competition

8.1.2A-A* (AO3/4) - Diversification

8.2Choosing How to Compete

8.2.1Choosing How to Compete

8.2.2(2024 EXAMS ONLY) Bowman's Strategic Clock

9How to Pursue Strategies

9.1Change in Scale

9.1.1Growth & Retrenchment

9.1.2Challenges of Growth

9.1.3(2024 EXAMS ONLY) Growth Models

9.1.4A-A* (AO3/4) - Diseconomies of Scale

9.2Assessing Innovation

9.2.1Assessing Innovation

9.3Assessing Internationalisation

9.3.1Internationalisation

9.3.2Sourcing Resources & Entering Markets

9.3.3A-A* (AO3/4) - Internationalisation in Guatemala

9.3.4Managing Internationalisation

9.3.5(2024 EXAMS ONLY) Bartlett & Ghosal's Model

9.3.6Impact of Internationalisation

9.4Digital Technology

9.4.1Assessing Use of Digital Technology

9.4.2Impact of Digital Technology

10Managing Strategic Change

10.1Managing Change

10.1.1Managing Change

10.2Managing Organisational Culture

10.2.1Managing Organisational Culture

10.2.2(2024 EXAMS ONLY) Hofstede's Model

10.2.3Organisational Structures

10.3Managing Strategic Implementation

10.3.1Managing Strategic Implementation

10.4Problems with Strategy

10.4.1Problems with Strategy

10.4.2A-A* (AO3/4) - Divorce of Ownership from Control

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