P. 1


|Views: 3|Likes:
Published by Jazz Ashraf

More info:

Published by: Jazz Ashraf on Jun 15, 2011
Copyright:Attribution Non-commercial


Read on Scribd mobile: iPhone, iPad and Android.
download as DOCX, PDF, TXT or read online from Scribd
See more
See less





Environmental scanning is one component of the global environmental analysis.

Environmental monitoring, environmental forecasting and environmental assessment complete the global environmental analysis. Environmental scanning refers to the macro environment.The global environment refers to the macro environment which comprises industries, markets, companies, clients and competitors. Consequently, there exist corresponding analyses on the micro-level. Suppliers, customers and competitors representing the micro environment of a company are analyzed within the industry analysis.[1]

y y y

y y y y

1 Definition 2 Modes of scanning 3 Macroenvironment o 3.1 PESTEL analysis  3.1.1 Political factors  3.1.2 Economical factors  3.1.3 Technological factors  3.1.4 Environmental factors  3.1.5 Legal factors 4 Microenvironment 5 Mesoenvironment 6 See also 7 Notes

[edit] Definition
Environmental scanning can be defined as µthe study and interpretation of the political, economic, social and technological events and trends which influence a business, an industry or even a total market¶[2]. The factors which need to be considered for environmental scanning are events, trends, issues and expectations of the different interest groups. Issues are often forerunners of trend breaks. A trend break could be a value shift in society, a technological innovation that might be permanent or a paradigm change. Issues are less deep-seated and can be 'a temporary short-lived reaction to a social phenomenon'[3]. A trend can be defined as an µenvironmental phenomenon that has adopted a structural character¶[4].

[edit] Modes of scanning
There are three modes of scanning the business environment according to Kubr:

Systematic scanning - Information related to markets and customers, changes in legislation, regulations having a direct impact on the organization's activities, government policy etc.are collected continuously by taking relevant factors into account

These factors indirectly affect the organization but cannot be controlled by it. can be indentified and examined. [edit] Economical factors y y y Inflation rate Growth in spending power Rate of people in a pensionable age etc.Conducting special surveys and studies to deal with environmental issues from time to time Processed-form scanning . . [edit] PESTEL analysis The six environmental factors of the PESTEL analysis are the following: [edit] Political factors y y y y Taxation Policy Trade regulations Governmental stability Unemployment Policy etc.Using information in a processed form available from different sources inside and outside the organization[5] [edit] Macroenvironment There are a number of common approaches how the external factors. The segmentation of the macro environment according to the six presented factors of the PESTEL analysis is the starting point of the global environmental analysis.y y Ad-hoc scanning . the environmental and legal factor. are defined within the PESTEL analysis (or PESTLE analysis). [edit] Environmental factors y Laws on o Waste disposal o Energy consumption o Pollution monitoring etc. economic. which are mentioned in the defintion of Kroon and which describe the macro environment. PEST stands for political. social and technological. [edit] Technological factors y y y Technological changes New or improved distribution channels Improved communication and knowledge tranfer etc. One approach could be the PEST analysis. Two more factors.

[6] .[edit] Legal factors y y y y y Unemployment law Health and safety Product safety Advertising regulations Product labelling etc.

You're Reading a Free Preview

/*********** DO NOT ALTER ANYTHING BELOW THIS LINE ! ************/ var s_code=s.t();if(s_code)document.write(s_code)//-->