3.1 The macro- environment of the enterprise

Among the economic factors of the external environment can be mentioned: market, purchasing power, level and pace of economic development, financial potential. The internal and external market influences the productive enterprise because on the basis of the demand study, it will determine the products to be manufactured, how much it will produce, for whom, the quality, the price of the products and the elements of its strategy. The development of the marketing activity implies a change of the optics in the direction of the company's production orientation towards what is required on the market.

Technical and technological factors are mainly represented by the technical level of equipment, machinery, equipment, facilities provided to enterprises in the country or abroad, the level of technologies used, the number and level of licenses and patents, the ability to document and innovate. The role of management is to make decisions aimed at eliminating unfavorable business requirements in order to increase its competitiveness.

An enterprise may have a higher technical endowment than other firms in the external and internal environments and still achieve reduced efficiency and competitiveness if it has a poor performance management.

- the ratio of the urban population to the rural population;

- the level of development of education;

- the level of health protection;

- the weight and quality of artistic cultural activities;

- mentality

In companies with the highest share of the rural population, generally with a low qualification level, the activity of the enterprise is negatively influenced by the quality of production, the level of labor productivity, generally in terms of economic efficiency and vice versa. The level of development of education favors the training of the workforce and the efficient functioning of an enterprise. (For example, high-quality technical education is a prerequisite for increasing the number of inventions, innovations and their application in productive activities and vice versa).

Natural - ecological factors are represented by the components of the human environment: relief, climate, flora, fauna, subsoil resources, generally the natural setting of material life. From the start-up phase of an enterprise and then in the construction phase, account is taken of the conditions of relief, the climate, the need for location close to the sources of raw waste, the operation of the enterprise depending primarily on raw material resources. Thus, the existence of indigenous raw materials represents favorable conditions for the development of a business in a certain field through favorable influence on efficiency. Also, the choice of the means of transport to be used in a given geographic zone will depend on the conditions of relief, climate.

In this group can be included the growth rates of a branch, options on the share of private and public property, import-export support policies, taxation. The higher the pace of development, the more the business will be influenced favorably and vice versa.

The demographic environment represents the totality of the demographic elements that act on the company, directly or indirectly. Specific indicators defining the demographic environment are: population number, age population and gender stratification, socio-professional stratification, active and occupied population, its share in the total population, territorial distribution of population on urban / rural areas. The analysis of these indicators allows for a correct assessment of the size of the potential demand, of the enterprise market.

Legal factors are all legal regulations that directly or indirectly target the business. The most significant legal factors are: laws, decrees, law decrees, ordinances, orders of ministers, prefect's decisions that contain a series of norms of law to which economic agents are answerable. The influence of legal factors manifests both in terms of establishing the fires and the functioning and their development.