In the development of an organization's strategy, regardless of its nature (public, private, NGOs, government, services to society, health, education, etc.). The analysis of the micro and macro environment (also called by some authors of marketing) and understanding of its impact and trends are fundamental to the success of the organization and the creation of competitive advantage.

The Marketing Environment consists of participants and market forces that affect an organization's ability to operate effectively in delivering its products and services to the market in a nutshell, strategy development is like the theory of evolution.

It is based on the ability to adapt to identify opportunities in the environment and develop or build strategic capabilities (technological, human, physical, financial ...) to take advantage of these opportunities: deliver the greatest number of products to its customers with the best quality , lower price and lower cost.

They can perceive and use to their advantage the uncertainties of the environment that surrounds their organization the organizational business environment.

This is not a simple task, it can be difficult for a number of reasons. First, the business environment encompasses several relevant variables that act simultaneously in the organization and the problem lies precisely in this diversity.

The second problem lies in the complexity that arises from this diversity, as many of these variables are interrelated. For example, a technological change can change the nature of work, which consequently changes the lifestyle, which in turn will change consumption habits for different products, creating opportunities for some and new organizations while forcing some to leave the market. Therefore, understanding these connections is of fundamental importance so that the manager can have a strategic plan suitable for the business environment.

Finally, there is the question of the frequency and speed of changes in the business environment, more than ever, the pace of technological changes, the speed of communication and the flow of global information require constant and rapid responses and changes to the business environment.

To understand the environment of organizations in order to help identify key points and help deal with the complexities of changes in the corporate environment, some impact factors on the organization have to be fully considered. These models are organized into a series of "layers" that will be detailed over time and the way it is worked within the organization.

We are a family owned and operated business.

We are a family owned and operated business.