THE MACROENVIRONMENT
Prior to developing a forecast or least an estimate of future sales, the new business operator needs to examine the external forces, the uncontrollable variables, that will have an impact on the business. Figure 11.1 illustrates these.
These many external pressures have, and will have, a serious effect on the outcome of the firm. There is justifiable claim that an organization succeeds because the elements of the external environment, which has created by the political-social-economic structure, are favourable to the enterprise. On this account the successful firm “technically owes” something to society. Were it not for the stability provided by government, the mobility provided through the infrastructure and the support of society, its publics and technology, any organization would be unable to grow and survive. However, having said that, it also remains the creativity and initiative of the individual that endures. The dynamic brought to society by in inventive genius of Alexander Graham Bell has set the scene for the Information Age. The work of Wozniak and Jobs who inspired the PC, and Bill Gates in software ,has set in place the future as no society, government or environment could do. But the environment permitted and encouraged their creativity.