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Macro environment micro environment and the enterprise's own resource environment

2020-03-23 来源: 51Due教员组 类别: Paper范文

下面51due教员组为大家整理一篇优秀的代写范文,供大家参考学习。这篇文章讲述的是一个行业的所有企业都面临着三种环境,即宏观环境、微观环境和企业自身的资源环境。可持续发展是宏观环境范围内的一个普遍问题,对产业运行产生着整体性的影响。经济发展多年来呈现出高增长、高投入、高消耗、高污染的发展模式,造成了严重的生态失衡和环境破坏。许多经济产业在经历了快速发展阶段后,逐渐认识到可持续发展的重要性。

Introduction

All firms in an industry are facing three kinds of environment involving macro-environment, micro environment and the firms’ own resource environment. Sustainability is a general issue within the range of macro-environment, exerting an overall effect on the industry operation.

Economic development has witnesses a development model of high growth, high input, high consumption and high pollution for many years, resulting in serious ecological imbalance and environmental damage. And many economic industries gradually recognized the importance of sustainability after the rapid development stage. According to the requirements of sustainability, firms shall consider the business operating activities with wiser foresight and broader vision to optimize their products and services, greatly improve the efficiency of all the resource used in making business strategies for future development and contribute to the natural environment and the human interests of the world. Strategic management is no longer merely focusing on pure business decisions such as purchasing, manufacturing, pricing, marketing, but also taking sustainability into considerations, which is beneficial to firms’ culture development, employees’ identity with the firm and the cohesion among the employees, firm image and brand promotion in consumers’ minds, the benign competition among firms in the industry and the sustainable development of the industry and the world.

 

Definitions

Sustainability is constituted of 3 domains including ethic, social responsibility and environmentalism. 

In terms of environment damage, the fast fashion industry can hardly absolve itself from the blame. Due to the continued expansion of the fast fashion industry, the annual consumption of fast fashion merchandise have geometrically grown, the earth's resource has been consumed in great number,  which of course would not contribute to the ecological environment.

For firms in the fashion industry, environmentalism is an important part of great value as it is closely connected with the long-term development of firms. Firms shall take the initiative to implement a sustainable development strategy based on natural resources and coordinated with environmental carrying capacity, It is very important to plan long-term development of firms. Firms shall enhance the awareness of "longevity" and shall attach importance to long-term development issues. To care for the future, the firms shall not only in advance think about future issues, but also solve the issues in advance. Therefore, the firms shall implement the environmental protection strategic layout ahead of time. And environmental development strategy decision making can be also deemed as a firm’s unique developing characteristics, playing the role of wider brand promulgation and leading the new fashion in the industry.

 

Implications

H&M is such a good example  with its strategic layout of the old clothes reclamation and upcycling and revising initiatives. H&M is a typical fast fashion brand which is especially to be blamed for the environment damage compared to those luxury or handmade fashion brands. Therefore H&M has taken environmentalism into considerations through the main two measures.

The first one is designing and developing  Conscious Collection and Conscious Exclusive Collection made of environment protected and sustainable textiles and materials. The second is the globally large-scale old clothes reclamation to encourage consumers to give back old brand merchandise for shopping coupons  and ultimately achieve zero cycle waste closed loop manufacturing and revising. And H&M’s environmentalism development strategies are of great significance.

In terms of the impact on business, the fast fashion firms have a relatively long industrial chain as well, and the merchandise material provider in the upper chain has some certain bargaining powers. The large-scale old clothes reclamation helps the firm save the material resources. And the Conscious Collection design is one of leading creations in the industry, which has much market potential because there are more and more market demands for the  environment-friendly fashion merchandise. Also the environmentalism development strategies will help the firm build its brand better, emphasizing the sustainable fashion brand of environment protection and revising innovative concept.

In terms of the impact on consumer, the consumers of fast fashion industry tend to be younger, more knowledgeable and more concerned about environment protection. For them, the future issue is to how to dress ethically. They will appreciate fast fashion brands that can endow their products or services with deeper meaning, be concerned about sustainability and use ethical approaches to pursue more noble social responsibility. To attract consumers keen on environment friendly fashion merchandise, the firms shall impress the consumers with their environmental protection concept because this kind of consumers will feel the merchandise is fashionable. But for those consumers who are not environmentally conscious consumers, the firms shall provide real benefits to increase consumers’ participation to improve their awareness of environmental protection, just as H&M’s shopping coupons offered to the consumers.

In terms of the impact on public, the design of the environmental protection series Conscious Collection and Conscious Exclusive Collection are beneficial to the natural ecological environment. the old clothes reclamation and upcycling and revising initiatives will reduce the waste of resources. At the same time, the strategies will enhance the public's awareness and participation in environmental protection. Therefore, H&M’s environmentalism development strategies have positive impacts on nature as well as on society.

 

Conclusion

 

Sustainability is a macro-environment issue, which is constituted of ethic, social responsibility and environmentalism. Firms in the fast fashion industry shall design and implement development strategies taking environmentalism into considerations. For example, H&M’s  environmentalism development strategies are of great significance to the business, the consumers and the public.

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