The Impact of Macroand Micro Environtment on Business Planning in the Real Estate Market

The article examines the importance of analyzing macro and micro environments in the process of business planning under the conditions of an unstable economic environment in the real estate market. It is substantiated that business planning serves as an effective management tool that allows enterprises to adapt to dynamic changes in the external environment. Business planning is viewed as a strategic management instrument that enables the consideration of political, legal, economic, social, and technological factors, as well as the behavior of competitors, suppliers, consumers, and stakeholder audiences. A step-by-step business planning methodology is presented, taking into account political, economic, and social conditions, competitive environment, and internal factors of the enterprise. Using the real estate agency "Kiev-Realty" as a case study, the article reveals key aspects of environmental analysis, particularly SWOT analysis, which identifies the strengths and weaknesses of the enterprise, as well as market opportunities and threats. The risks of project implementation are assessed, break-even points and financial stability zones are defined, and marginal income is analyzed to evaluate the feasibility of the project. A quantitative assessment of project effectiveness is provided based on marginal income and operational profit. It is demonstrated that with the proper consideration of macro and microenvironmental factors, a business can adapt to market changes, minimize risks, and achieve strategic goals. The study shows that effective use of marketing strategies and financial performance control gives the agency growth potential, strengthens market positioning, and supports the formation of a positive brand. It is concluded that developing an adaptive business plan that considers both external and internal factors is key to reducing risks and increasing operational efficiency for enterprises in the real estate sector.