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


            Mariana Lucreţia Constantinescu, “Valahia” University of Targoviste
             Andreea Cojoaca (Panagoreţ), “Valahia” University of Targoviste

ABSTRACT: The health of an economy depends, no doubt, by the dynamic of SME sector and
their level success on the domestic and international markets.
Our work aims a PESTLE analysis of the Romanian SME sector after 2008 year when they
were felt the effects of the global financial crisis and to emphasize the powerful adaptive
management process continues to change the demand and to identify, also, the effective
tactics to the companies level to reduce the negative impacts and threats because of the
macroeconomic context of today, less favorable to SME of Romania.
The reflection will bring the possible macroeconomic and sectorial consequences in terms for
the economy of Romania in the coming years and the measures that must be take in place to
mitigate these consequences of the Romanian SME sector which represents 96% of the
Romanian economy.

Key words: marketing environment turbulence, financial crisis, macroeconomic consequences,
Romanian SME sector dynamic, sector attractiveness

JEL classification: M16, M21, M31, O52