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In accordance with a strategic methodology, the analysis of the environment is divided into micro- and macro-environments. The micro-environment is close to the notion of market and groups together actors with whom the company has regular interactions and who constitute its daily life: clients, customers, distributors and intermediaries, and influencers. On the other hand, the macro-environment has a less direct and more distant influence on the company, but it is just as real and can sometimes be very strong¹⁵.

Analyzing one’s environment means first of all locating and identifying each of the actors and then understanding their positions, their evolutions and their strategies in order to anticipate their impact on the company and also to think about collaborative perspectives or the ways in which the company can influence them. This will be the subject of the second part.