Marketing  is all about identifying and satisfying the needs of customer so the central focus is on customer but there are some other factors which companies have to consider  can be barrier in focusing on customer satisfaction activities some of the factors or variables are under the control of the organization/company which is called micro environment (controllable factors) and some of the factors and variable are not under the control of the organization/company which is called macro environment (uncontrollable factors).

Micro environment (controllable factors)

Micro environment means the environment with in the organization/company which is totally under the control. The factors which is included in micro environment i.e. customers, employees, suppliers, share holders, media and competitors.

Customers

The survival of the company/organization is on the basis of satisfying the needs and wants if realistic if the company/ organization fail to do so then the result will be failure

Employees

In order to gain competitive edge the company/organization has to employee the correct staff who should full fill the job requirement. The leaders should motivate them to work hard and training and development program should be there to make them better understand how to perform.

Suppliers

Closer relationship supplier is beneficial for the company /organization because the price and quality of raw material directly effect on the marketing mix strategy. If you have close relationship supplier he will not increase the price of raw material and serve you batter quality which results in good product and full fill the requirement, need and wants of customer.

Share holders

To turn the organization from private to public the company/organization need shareholder to invest in the company/ organization. You have to keep them in control and satisfy their need and wants and the over crowded shareholder may result in failure because company/organization can not full fill the needs of over crowded shareholders.

Media

Media can also have positive and negative impact on the organization/company if the message is not conveyed to the target audience then it will be loss for an organization so that’s why it forces the organization to change their tactics to convey the right message to the right audience at right time.

Competitors

To gain the competitive advantage there is only one way that is differentiation what benefits and features of product you are offering to you customer which is different from you competitor which makes you different from your competitor and as well make your product different from them.

Macro environment (uncontrollable factors)

It is the uncontrollable events or variables which are not directly under the control of the organization/company which ca influence the company/organization strategy. The un controllable factors will be discussed in the topic PEST analysis