A Study On External Environment Of Business And Its Influence On MSMEs In The Context Of Covid-19

Businesses across the globe has decided ‘just to survive apart from making huge profit’, from a global pandemic which has created huge disaster to economy of almost all countries in the world. In India pharmaceutical industry is improving its status day by day, on the other hand travel and tourism industry, entertainment sector, market for luxury products and services is deteriorating among which the drastic-hit is the MSMEs. This study aims at analysing various external factors influencing the performance of business especially during times of COVID-19 pandemic, those factors include political, social, cultural, economic, legal, technological, etc., The study aims at finding out those external factor and potential ways to recover from the losses incurred.