Introduction: Business is an activity that involves industry and commerce. These activities are international businesses if they cross national borders. It is not so much the basic functions that change, but rather the environments within which they are performed.
1. Definition of International Business Environment (6 MARKS)
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Meaning of the word environment: An environment is the surroundings or milieu that surrounds a firm, made up of external actors.
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Business Environment: This is the collection of actors and forces that surround and influence an organization's operations and decisions.
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The International Dimension: When forces of this nature operate at national, foreign, and global levels, they create the international environment.
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Careful study is required: A company must thoroughly examine the environment, as external actors and forces have a significant impact on its performance.
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Unfamiliar Foreign conditions: An international business environment is complex because companies must operate under unfamiliar foreign conditions, in contrast to the relatively familiar domestic environments.
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Impacts on Performance and Decisions: The international forces have a powerful impact on the business decisions. This makes understanding the international business climate essential for success.
2. Micro and Macro Environments (7 MARKS)
| Basis of Difference | Micro Environment | Macro Environment |
| 1. Meaning | Refers to actors in the firm’s immediate environment that directly influence decisions. | Refers to larger external forces that shape the overall business climate. |
| 2. Elements | Includes competitors, suppliers, intermediaries, service organisations and customers. | Includes economic, financial, social, cultural, political, legal and ecological forces. |
| 3. Nature of Influence | Influence is direct and specific, affecting day-to-day operational decisions. | Influence is general and indirect, shaping long-term opportunities and threats. |
| 4. Operational Level | Operates close to the firm within the immediate business network. | Operates at home (local), host (foreign) and global levels. |
| 5. Level of Control | Firms can partly control or influence these actors through strategies and relationships. | Firms have little or no control; they must adapt to external circumstances. |
| 6. Impact on Business | Affects product design, pricing, promotion, distribution and competition. | Affects economic policies, market conditions, threats and opportunities. |
| 7. Focus Area | Focuses on business relations and operational linkages. | Focuses on economic trends, societal patterns, regulations and global forces. |
3. Business Decisions and the Economic Environment (6 MARKS)
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Market Size & Nature: Economic Environment helps a firm to know what the nature of the market is and how large it is. This can influence the decision whether or not to enter the country.
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Entry Decision: Your answers will determine your decision to enter the foreign market.
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The choice of strategy: It defines marketing strategies and operational strategies that are required to run a successful business.
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Level of Development: A high level of development is associated with a higher demand, better infrastructure, and a lower cost.
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Income Segmentation: Indicators similar to GDP and per capita income guide product ranges, pricing and target segments.
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Sectoral composition: Sectoral distribution (agriculture or manufacturing) guides focus on the product.
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Expenditure pattern and Infrastructure: Spending patterns and infrastructures (transport, finances, communications) have an impact on distribution channels and logistics costs.
Conclusion: The International business environment is made up of external and largely uncontrollable factors operating on the national, international, and global levels. The micro-macro differentiation clarifies direct actors from wider forces. The economic environment plays the most decisive role in market entry, product-mix, pricing, and overall strategy formulation.
Memory Help (Easy Syllable): "M.M.E.D.I.S.P."
Micro = immediate players
Macro: broad country/global forces
E External
D - Development level guides market entry
I - Income & GNP guide product mix
S Sectoral spending & GNP shape focus
P - Policies & BOP shape trade/investment decisions