Analysis of the external environment of the enterprise An "enterprise" is commonly defined as an organization that provides goods or services as well as transforming inputs into outputs. Its objectives can be profitable or unprofitable. One of the main requirements that must be met for a company to exist is that it must act and react to activities and events beyond those of the organization. These factors that happen outside the company are known as external influences or factors. They have great influence on a company with respect to key internal functions and occasionally their goals and strategies. However, the main factor that influences most companies is the degree of competition between them and another company providing the same product or service. Other significant influences are social, legal, economic, political and technological factors. Technology is defined as "the sum of knowledge of the means and methods of producing goods and services" (Penguin Dictionary of Economics- The Business Environment, Worthington and Britton). It is also "increasingly science-based, encompasses topics such as chemistry, physics and electronics, and relates to the organization of production as well as the actual production techniques themselves." (The Business Environment-Worthington and Britton) The primary technological factor influencing business is technological change, in particular, the rapid pace of change in manufacturing processes and product innovation. As a result, new products are introduced, adjustments to the organization and method of production are implemented, changes are made to the quality of resources and products, and new ways of distributing the... middle of paper... ....p of technological developments and advancements, it is also a key factor and essential strategy in public relations. This is mainly due to several reasons. First, you need to become familiar with the technologies to present all communication possibilities to your customers. Consultants must be considered experienced and familiar with all areas of technology, old and new, in order to present a reassuring and modern approach. This is simply because customers and clients may look elsewhere if they feel that they are not being presented with all the possible current options for advertising and are missing out on a whole other field. For example, if you are a public relations consultant for the Tesco supermarket, to gain maximum publicity for them, you need to use the most modern and innovative approaches to keep up with, or surpass, competitors..