Scientific Papers (www.scientificpapers.org) Journal of Knowledge Management, Economics and Information Technology

The Influence of Micro and Macro Environment Components on Trade Companies in Romania

Authors: Elena Pîndiche, The Christian University Dimitrie
Cantemir of Bucharest, Romania; Roxana Ionita, Lecturer, The Christian University Dimitrie Cantemir of Bucharest, Romania

This paper deals with the impact of micro and macro environment components on trade companies in Romania. Trade companies organize and operate under specific environmental conditions impact or both. In the activity of any companies the environment plays a key role in defining its strategies in seizing and using opportunities of development, being practically the support in achieving the objectives of growth, profitability or just survival. Trade companies should have the best possible perception of the components on each macro, because some of them are heavily dependent than others. Dealing with environmental factors allow detection trading company strengths and weaknesses, and to measure responsiveness and anticipation. Keywords: micro environment; macro environment; company

Introduction
Trading company designs and operates under specific environmental conditions impact or both. The external environment of the firm identifies two major components: the microenvironment - the firm has direct links, reciprocal often imposed by the need to achieve its object and macro environment - the firm has indirect relationships in most cases only company suffering its influence.
The micro and macro environment components of the firm
At the microeconomic level, for consumer products as inputs buyer or consumer goods, the balance is reflected in the size and structure of utilities that you can buy with the income available, maximizing the sum of