SWOT ANALYSIS- Strengths, weakness (internal to anorganisation) Opportunities and threats (external to anorganisation)
Need for scanning environment- because of increasedrate of environmental change. Environmental forces mayfluctuate rapidly or slowly but one thing is certain thatthey are dynamic. Although the future is uncertain butsome estimations can be made by scanning andmarketers can modify their strategies in response to thedynamic environment. Precaution is better than cure andthus need for scanning arises.