ENVIRONMENTA L SCANNING

What is environmental scanning?

What is environmental scanning?

Definition:
The process of collecting, analy ing, an!

!istrib"ting information for tactical an! strategic p"rposes

What is environmental scanning?

Purpose of an environmental scan:

To provi!e strategic intelligence by eval"ating potentially

significant environmental changes

Conveys both c"rrent environmental stat"s an! ho# it is

changing tren!s
Alerts planners to tren!s that are converging, !iverging,

interacting, accelerating, or !ecelerating

$!eal en!%goal& allo#s for a!aptive planning before these

tren!s occ"r or f"lly !evelop

What is environmental scanning?

Other characteristics:
'ften refers only to the environment that is e(ternal to the

organi ation )also calle! the macroenvironment*

+oo! strategic planning re,"ires information on internal

organi ational factors, so #henever possible incl"!e these also

)"nless obtaine! in separate processes*

What is environmental scanning?

How it fits in the planning cycle:
'ne cycle in the strategic planning process

Demographic Environment
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