CONCEPTUALIZATION
What is called environment and seen from the side of an organization, originates between the relationship of two parts, the company and something or someone else. The environment that any organization has and explained in simple words "is the place where a close relationship is made between the company and another element of interest, be it a person, organization or institution." Thus, there are countless elements that determine the environment and its scope within society.
In the environment, all kinds of information are exchanged for the benefit of both parties, in order to satisfy the needs and requirements established previously. The environment arises from the scope and impact generated by the sum of each and every decision made in relation to the future of the organization. Each one of the actions that surround the company and that are of vital importance to establish its future, be it in the short, medium or long term, is called environment.
For Cedeño A. "environment" is considered the field of action and the place where the company operates, interrelating and interacting with each other a number of elements among which stand out:
- Needs Consumers Products Obstacles Competition
The same author specifies, "for the company to live, grow and survive, which is its great challenge, the significant material that will guide its action consists of opportunities, threats and minimum conditions that the environment demands."
Every organization, because it is subject to constant change, does not live in an isolated bubble, since by belonging to a dynamic system, it is influenced by the environment and, in turn, influences it with its decisions. To address the issue of external environment, it is necessary to delimit it and identify its counterpart.
INTERNAL ENVIRONMENT
Also known as Organizational Climate where groups or elements of internal interest exert a direct influence on the activities and future of the organization, falling within the scope and responsibility of the director or its managers.
Examples of this environment are each and every one of the parts that make up the organization and those that it needs constantly and permanently for its operation, we can therefore find each of the departments or processes that make it up, the collaborators that perform their functions within them and the essential guidelines for the proper functioning and media between the area and the collaborator. Among them we can identify from the mission, vision and philosophy of the organization, to the way of making decisions and the delegation of responsibilities from the general organization chart that is available.
EXTERNAL ENVIRONMENT
On the contrary, the external environment or also called “environment” in reference to everything that surrounds or exists around it, is determined by what is outside the organization but has a relationship with it in some way.
The external environment is built by all the elements or actors that are indispensable and relevant to said company and that, therefore, at some point will be of vital importance to it. In other words, they are “passive” in the majority of the times, but when they arise or manifest, they have such a strong impact that they are capable of transforming, modifying or determining the fate or future of the organization.
To mention some of the elements that make up the external environment are:
- ClientsSuppliersCompetitionTrade unionFinancial system
However, each element belongs to a specific classification that will be understood and specified as the reading progresses.
BACKGROUND
Many years passed without administrative theories giving it the importance that the external environment currently exercises within organizational competitiveness. The solutions were based on visualizing the company as a closed body, where everything depended and had to arise from within the same company, she was solely responsible from her resources to ensure that the objectives were met.
With the progressive evolution of society alongside organizations, it becomes essential to break all kinds of paradigms and it is necessary to find solutions that go beyond what the company is capable of doing on its own. With the entry of globalization and therefore the rise in competition and the quest to do things in a different way and increasingly better horizons and conceptualizations regarding the environment of the organization.
The external environment becomes important during the development of the systems and contingencies approach, so the social, cultural, technological, economic, political variables, etc., need to be considered and studied if one wants to continue or expand the extension within the market. Entrepreneurs start looking for ways to cope with and satisfy each of these variables by hiring professionals who are experts in each of these aspects.
The Systems and Contingencies approach within the organization and according to Hebert Simón is cataloged as a “complex system of decision-making processes that includes an internal and external social environmental system that are interdependent. This system includes the activities that take place, the interactions they produce and the feelings that originate. ”
DIMENSIONS OF THE EXTERNAL ENVIRONMENT
The company relies on all kinds of strategies that allow it to control the various forces involved in it, so that opportunities can be seized and threats prevented. Analyzing and maximizing the strong points and with respect to the weak ones, to be able to structure the most convenient strategy for its reduction. Thus, it is how the two dimensions of the external environment on which every organization depends arise: Macro environment and Micro environment.
As they belong to external aspects of the organization, their difference lies in the frequency with which their variables are manifested and the organization's ability to control the elements of each of these environments.
MACRO ENVIRONMENT
In the Macro environment are all the forces that surround the company and that in one way or another can both significantly affect or take advantage of the opportunities they present for the prevention of threats. Normally:
- They are not controllable by the organization. They are hardly modifiable by any element of the market. Their marketing must be viewed from a global perspective.
INDIRECT FORCES
For the establishment of the external environment there are forces that, although they are not deterministic, do influence the operation of the organization, perhaps in the medium and long term.
For James AF Stoner, what is known as an indirect action environment is made up of the group of «elements of the external environment that affect the atmosphere and that have an effect on the operations of an organization, including the economic and political situation, but that do not directly influence it »
The factors of the external macro environment of an organization can be divided into:
- Political and legislative factors: it is the legal and legal framework that is stipulated for all the agents that intervene in the market. This covers all laws and legal actions and the political segment referring to the political authority of business. Economic factors: They are all the conditions that directly affect the organization of business and that are related to interest rates, inflation, fiscal policy, devaluations, etc. Technological factors: nowadays the number of companies that bet on this type of factors to make a difference with respect to the competition is increasing, since the impact they generate is extremely wide considering from the service and attention to customers, the productivity in the processes, the type of administration, the efficiency and the quality that is produced.Cultural and social guidelines: among them you can locate the traditions, customs and values that set trends and determine the lifestyle of the client or consumer. The company must take into account this type of guidelines in order to facilitate the achievement of its objectives through the consideration of each one of them. The physical or natural environment: these are the natural resources available to and involved in the organization, the type of climate and its impact on the activities carried out by the organization, may be a dry, humid, cold, hot climate, etc. Regarding demographics: these are the main characteristics that predominate within the population, such as sex, age, religion, race, income, occupation that predominates, family size, etc.customs and values that set trends and determine the lifestyle of the client or consumer. The company must take into account this type of guidelines in order to facilitate the achievement of its objectives through the consideration of each one of them. The physical or natural environment: these are the natural resources available to and involved in the organization, the type of climate and its impact on the activities carried out by the organization, may be a dry, humid, cold, hot climate, etc. Regarding demographics: these are the main characteristics that predominate within the population, such as sex, age, religion, race, income, occupation that predominates, family size, etc.customs and values that set trends and determine the lifestyle of the client or consumer. The company must take into account this type of guidelines in order to facilitate the achievement of its objectives through the consideration of each one of them. The physical or natural environment: these are the natural resources available to and involved in the organization, the type of climate and its impact on the activities carried out by the organization, may be a dry, humid, cold, hot climate, etc. Regarding demographics: these are the main characteristics that predominate within the population, such as sex, age, religion, race, income, occupation that predominates, family size, etc.The company must take into account this type of guidelines in order to facilitate the achievement of its objectives through the consideration of each one of them. The physical or natural environment: these are the natural resources available to and involved in the organization, the type of climate and its impact on the activities carried out by the organization, may be a dry, humid, cold, hot climate, etc. Regarding demographics: these are the main characteristics that predominate within the population, such as sex, age, religion, race, income, occupation that predominates, family size, etc.The company must take into account this type of guidelines in order to facilitate the achievement of its objectives through the consideration of each one of them. The physical or natural environment: these are the natural resources available to and involved in the organization, the type of climate and its impact on the activities carried out by the organization, may be a dry, humid, cold, hot climate, etc. Regarding demographics: these are the main characteristics that predominate within the population, such as sex, age, religion, race, income, occupation that predominates, family size, etc.the type of climate and its impact on the activities carried out by the organization, can be a dry, humid, cold, hot climate, etc. Regarding demographics: they are the main characteristics that predominate within the population, such as sex, age, religion, race, income, occupation that predominates, family size, etc.the type of climate and its impact on the activities carried out by the organization, can be a dry, humid, cold, hot climate, etc. Regarding demographics: they are the main characteristics that predominate within the population, such as sex, age, religion, race, income, occupation that predominates, family size, etc.
MICRO ENVIRONMENT
In it are those types of forces that can be controlled by the company and with which it is intended to generate change, since they are within the reach of being manipulated by the organization. From the analysis of this type of environment, the weaknesses and threats of the organization are detected. They are those elements that directly influence marketing, that is, the relationship ties between the company and society.
The elements of this type of action are all those variables of the external environment that have a direct impact on the organization. They are all interest groups for the organization since it shares codependency ties. Among them you can find:
- Clients: they are all those people who are dedicated to consuming what the company produces or markets. Clients become the most important element because the company is always waiting to meet their needs. It can be said that the company has the primary purpose of satisfying the needs of the client or consumer. Suppliers: They are the groups or people who are dedicated to providing the resources that the organization requires to carry out its activity. Without this element, the organization would not be able to achieve its objectives and project its mission, since the suppliers provide the essential supplies for the purposes established by it. Labor supply: also known as collaborators or work team,They are the people who provide their services by providing the strength, abilities and skills for the company to realize their ideas. Competition: It is made up of all the companies that carry out activities and products similar to ours. It can be found in the same market or in different markets, but that nevertheless originate a force that opposes our present and future projections, for which it is necessary to identify what aspect of value distinguishes us from the rest. the group of entities that facilitate the disposition and protection of economic resources when so required. Among the main entities are banks and insurance and fund companies,which are intended to make economic loans and protect the material resources of the organization through different types of insurance. Government agencies: are the institutions that control and regulate the activities carried out by the company and the way they impact within society and the environment. This type of body through the issuance of laws, regulations and sanctions stipulates the appropriate regulatory taxes for its healthy development within the environment. Shareholders: also called investors since their main purpose is to invest resources within an organization and obtain the expected profits in it. They exercise direct action since this group is part and has a voice and vote in decisions within the organization. Public power:in it is the society in general that has in its hands the fate of the organization, since when it shapes the market, it has the possibility of favoring or damaging organizational development through the opinions that are generated among people. Public power may be held by clients or non-clients, but who in the end have the ability to persuade and collude in each of their decisions regarding the organization.
SPECIFIC ELEMENTS OF THE EXTERNAL CONTEXT
Some of the main determining factors that influence the establishment of the external context can be found at:
- Economic globalization: it is associated with the growing economic interdependence of all the countries in the world, caused by international capital flows and the increase in the transactions of products and services. Political panorama: it is the situation in which a certain country or region finds itself. product of the administration of its political leaders. It is translated in relation to the levels of crime, unemployment, health, education, quality of life, etc. The dynamics of the industry: they are all the constant and vertiginous changes that are carried out in the sector to which a certain organization belongs and that depending its scope, in the short, medium or long term, will have an effect on this organization. The factor that most influences the current dynamic establishment is technology,since the way of carrying out the activities and functions varies and depends on it. Another aspect of great importance is the innovation that is encouraged, since there is always a “better way” to manage, buy, sell, do, etc. Work market: it is the place or medium where individuals exchange and market products and services in relation to a specific demand and supply. Currently, the market that is becoming increasingly important is the virtual market, which changes the concept and habits when making transactions between the offeror and the applicant, offering new patterns in its execution. The culture of the country: perception that one has of the environment, as well as the way of developing within it, establish a consideration of great importance within any organization. The traditions,customs, habits, beliefs, tastes and preferences, define the trend and the way to proceed in any organization.Trade unions: the impact and effect produced by this group of people whose purpose is to assert the rights of collaborators, is undoubtedly a aspect that every organization must know how to deal with when seeking organizational stability and expansion.
DIAGNOSIS OF THE EXTERNAL ENVIRONMENT
In order to develop the most appropriate strategy and with which the expected results are obtained, it is essential to carry out a diagnosis that identifies the areas of opportunity that exist in the external environment.
For García R. (2009) this process is called “External Audit” and its purpose is to “Analyze in detail the external environment of the organization. Its objective is to list the opportunities that the company has to be exploited and stand out in the market, on the other hand, the threats that exist in this environment are determined to reduce their impact. The audit process is to identify the key variables that allow actionable responses. " Companies must be able to formulate strategies that allow them to take full advantage of opportunities and avoid threats.
To carry out the diagnosis, the following aspects must be taken into account:
- Competitive environment analysis: also known as the market structure, it is the interactive and dynamic system where the company competes. This competitive analysis is of great importance, since the impact suffered by competition in relation to external variables such as the economy, politics, legislation, etc. it is the same as that suffered by the organization itself. For this reason, with the development of the analysis, the way in which the competition faces each one can be identified. Analyze the influence of the microenvironment: for the correct formulation of the strategy, it is necessary to establish a diagnosis that contains the influence that exists in the environment in general, that is, both macro and micro environment in order to obtain more assertive results.By detecting the influence generated by the micro environment, it is possible to assess which elements are available, which ones are and how they should be strengthened. The prospects for the development of the external environment: it is based on being able to predict or visualize the behavior it will have the environment in relation to its development and growth, through this it is possible to anticipate future circumstances and take advantage of the competition. Some of the components that can be predicted and with which the development of the environment can be favored are the supply and demand that exists, the costs of raw materials, the laws issued to legislate and the opening of new markets.The perspectives of development of the external environment: it is based on being able to predict or visualize the behavior that the environment will have in relation to its development and growth, by means of this it is possible to anticipate future circumstances and take advantage over the competition. Some of the components that can be predicted and with which the development of the environment can be favored are the supply and demand that exists, the costs of raw materials, the laws issued to legislate and the opening of new markets.The perspectives of development of the external environment: it is based on being able to predict or visualize the behavior that the environment will have in relation to its development and growth, by means of this it is possible to anticipate future circumstances and take advantage over the competition. Some of the components that can be predicted and with which the development of the environment can be favored are the supply and demand that exists, the costs of raw materials, the laws issued to legislate and the opening of new markets.Some of the components that can be predicted and with which the development of the environment can be favored are the supply and demand that exists, the costs of raw materials, the laws issued to legislate and the opening of new markets.Some of the components that can be predicted and with which the development of the environment can be favored are the supply and demand that exists, the costs of raw materials, the laws issued to legislate and the opening of new markets.
EXTERNAL ENVIRONMENT FEATURES
The external environment usually has certain conditions that are generally attributed to it in relation to the patterns, references and behaviors that it generates in the perception that each organization has of it. The main three characteristics with which the external environment is conceived are:
- Turbulent: it is undoubtedly subjected to all kinds of constant transformations and rapid changes caused mainly by technology, economic, political and legislative changes. The actions and perspectives seem or to be precise, they become uncertain and doubtful, there is a high uncertainty due to the fact that it is not known for sure what will happen. Hostility: it is an aspect that in some way or another prevails among the agents involved in said environment among which is the competition, clients, institutions and resources. Hostility tends to support and form of collaboration, win-win is not sought as they are seen as a latent risk and the least interaction with each of them is intended, despite how counterproductive this is.an external environment differs from the rest since the technologies, markets and especially the cultures between one sector and another differ completely. The way to adapt and grow within the environment is through the precise study of all its components.
EXTERNAL ENVIRONMENT OF GRUPO BIMBO
Reason for the style of food in the country, Grupo Bimbo is one of the most prestigious and internationally recognized companies. Despite the existence of an incalculable number of companies dedicated to the same business line, none has managed to have the impact and reach of Bimbo.
Despite this, Bimbo's purpose is to remain number one in its field of breads, confectionery and prepared foods, it requires considering the main elements that make up its external environment. This with the intention of preventing and anticipating contingencies, opportunities and threats.
Among these aspects we can catalog the following:
- Supply of production inputs, fuels and energy that directly influence operating costs. Lasting reputation of brands and various industrial property rights. Capacity for change with respect to consumer preferences. Health risks in industry Food supply. Retail group dependency. Health regulations. Supply chain and distribution network. Growth opportunities with alliances and mergers. Relationship with unions. Compliance with environmental laws. Financing sources. Country economic conditions..International restrictions.
With the fulfillment and satisfaction of these considerations, Grupo Bimbo has managed to position itself as number one in the consumer's mind and as the first purchase option within its international market. The greater the aspects that are satisfied, the greater the possibility of growth.
These aspects originate and shape the complex system to which every organization belongs and that despite many times not being taken into account, they are permanent and latent to be activated when required.
CONCLUSION
Any company or organization that intends to win the blow with respect to the market and its competition, must undoubtedly know and determine the two sides of the coin: the external environment and the internal environment. Relying solely on a single type of environment guarantees only fifty percent probability.
Despite the fact that for decades the success of organizations was based on that fifty percent dictated by the internal environment of companies, today that system is no longer enough. With the pace and constant changes that organizations are currently developing, it is essential and necessary to guide activities and functions towards the external environment.
The present is quite clear, companies these days are no longer seen as a single company, today they are a group of companies that join forces to achieve the same objectives. Actions and responsibilities are shared, outsorcing, alliances and mergers are the most viable way to face current contingencies and adversities. Organizations need to share objectives and contribute to results with their market, society, the environment and other organizations.
Without a doubt, in our days everything is more complex and turbulent, the concept of quality of life has changed with respect to the one that was once had. However, it is up to all of us to strive to visualize, perceive and face the situation that is currently lived through the putting into action of the knowledge that is acquired with each new day.
BIBLIOGRAPHY
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GRATITUDE
Sincere gratitude to the Orizaba Technological Institute, for becoming and continuing to prevail as the parent home of our professional training. To the Division of Graduate Studies and Research (DEPI), for encouraging us to search for a better future. To the National Council of Science and Technology (Conacyt) for the support and backing it provides us. Finally and especially, to Dr. Fernando Aguirre y Hernández, a pioneer in the construction of a different vision and results.
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