A P.E.S.T. ANALYSE OF THE MARKETING ENVIRONMENT OF THE ROMANIAN SME SECTOR DURING THE LAST FINANCIAL CRISIS YEARS

Abstract

The health of an economy depends, no doubt, by the dynamic of SME sector andtheir level success on the domestic and international markets.Our work aims a PESTLE analysis of the Romanian SME sector after 2008 year when theywere felt the effects of the global financial crisis and to emphasize the powerful adaptivemanagement process continues to change the demand and to identify, also, the effectivetactics to the companies level to reduce the negative impacts and threats because of themacroeconomic context of today, less favorable to SME of Romania.The reflection will bring the possible macroeconomic and sectorial consequences in terms forthe economy of Romania in the coming years and the measures that must be take in place tomitigate these consequences of the Romanian SME sector which represents 96% of theRomanian economy.marketing environment turbulence, financial crisis, macroeconomic consequences,Romanian SME sector dynamic, sector attractiveness