STUDY OF THE EXTERNAL MACRO- AND MICROENVIRONMENT OF AGRI-INDUSTRIAL ENTERPRISES
DOI:
https://doi.org/10.15330/apred.2.21.430-442Keywords:
agro-industrial group enterprises, analysis of the business environment, assessment of the business environment, macro environment, micro environmentAbstract
The article examines the specifics of researching the external and internal environment of an enterprise in the agro-industrial complex in order to improve its functioning, which defines the relevance of the study. An analysis of the enterprise’s environment was carried out to monitor economic and managerial processes and to establish the interconnection between factors influencing the management system. The analysis of external environmental factors was based on the application of the industry five forces model and PEST analysis, which made it possible to assess the external economic situation in the areas of production, commercial activity, and competition, as well as the importance of macro-environmental factors affecting agro-industrial enterprises. The microenvironment was assessed using a multi-criteria grouping method, which allowed for the identification of influencing factors, probable change trends, and their impact on the enterprise’s operations. Based on the assessment of consumers, suppliers, threats of substitute products, potential market entrants, and the competitive rivalry within the industry, a competitive profile of the agro-industrial enterprise was constructed, and its level of competitiveness within the industry was determined. The external environment assessment made it possible to identify potential threats associated with increasing competition and the emergence of a wide range of substitutes for the enterprise’s core products. The presence of favorable factors was substantiated, enabling the enterprise to attract investment and expand innovative activities, thus increasing its appeal to a broader consumer base. The purpose of the article is to analyze existing approaches to researching the external macro and micro environment of agro-industrial enterprises to formulate strategic goals and long-term development prospects.
The study employed various scientific methods, including analysis (PEST and SWOT analysis), evaluation (including scoring methods), and market segmentation. As a result of the analysis and assessment of the external macro and micro environment of the agro-industrial enterprise, interconnections between influencing factors were identified, allowing for the outlining of strategic directions for future development. The application of the market segmentation method helped to highlight system-forming criteria that are homogeneous in economic and social characteristics. The scientific novelty is the assessment of the external macro- and microenvironment based on the use of special methods for enterprises of the agro-industrial complex, which makes it possible to determine strategic goals and promising directions for its further development. The practical significance of the research lies in the application of existing developments for enterprises of the Dniprovska agro-industrial group of companies.
References
Gronroos C. Service Management and Marketing: A Customer Relationship Management Approach. West Sussex, UK: John Wiley and Sons. 2015. https://surl.li/mjwdse Accessed 1 Apr.2025
Кotler R. P. Marketing podla Kotlerra. Praha : Management press, 2000.
Slаvik Š. Strategickу manažment. Bratislava : Еkonуm, 1997.
Zagorsek В., Slavik Š., Zagoršeková N., Bednár R. “Competitive Perspective on Drivers of Research and Development”. The 36th IBIMA Conference: Sustainable Economic Development and Advancing Education Excellence in the era of Global PandemicAt. 2020. Granada, Spain. https://surl.li/eudbpa. Accessed 1 Apr.2025
Berezin O.V., Bezpartochny M.G. Enterprise Strategy. Kyiv: Lira-K, 2010.
Bakalo N.V. Management of small business development under the influence of macroenvironmental factors. Poltava: RVV PUSKU, 2009.
Bernytska D.I. Strategic analysis of the external environment using the Pest / Step analysis method. Economic analysis: collection of scientific works of TNEU. Issue 11. Part 2. 2012. pp. 41-46.
Prodius O.I. Features of strategic management of an enterprise in conditions of increased dynamism of the external and internal environment. Formation of a market economy in Ukraine. Economic series. Issue 25. 2011. pp. 196-198.
Datsenko G.V. Factors of the external and internal financial environment of enterprises of direct and indirect influence. Bulletin of Khmelnytsky National University. Economic Sciences. No. 6. 2010. pp. 198-202.
Dolgalova O., Pugach M. Assessment of the influence of environmental factors on the efficiency of enterprise management. Galician Economic Journal. Vol. 89. No. 4. 2024. pp. 120-129.
Porter M. Е. Competitive Strategy. Techniques for Analyzing Industries and Competitors. Trans. N. Koshmanenko. Kyiv: Nash format, 2020. 424 p.
Rybintsev V. O. Peculiarities of strategic analysis of the external environment of wine-making enterprises of Ukraine in market conditions. Problems of a systemic approach in economics. No. 1. 2012. http://www.nbuv.gov.ua. Accessed 1 Apr.2025
Chicken market. https://agrotimes.ua/article/rynok-kuryatyny/ Accessed 1 Apr.2025
Downloads
Published
How to Cite
Issue
Section
License

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution NonCommercial NoDerivs 4.0 Unported License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access)