The microenvironment encompasses the actors that are close to the company and affect its ability to serve its customers. These actors are largely controllable by the company.
Key elements of the microenvironment include: 1) The company (internal departments); 2) Suppliers; 3) Marketing intermediaries; 4) Customer markets (consumer, business, international); 5) Competitors; and 6) Communities (local, general media, financial). Success depends on building strong relationships with all of these actors.
