Professional Documents
Culture Documents
Environmental Scanning
Environmental Scanning
DEFINITION
Events
Expectations of people
APPROACHES TO ENVIRONMENTAL
SCANNING
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SYSTEMATIC APPROACH
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information for environmental scanning collected systematically
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Information pertaining to business and industry could be collected
continuously to monitor changes
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Continuous updating necessary not only for strategic management but also
for operational activities
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In this approach information is collected relating to mkt customers,changes
in legislation govt. policy have a direct impact on organisation.
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ADHOC APPROACH
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Organisations conduct special surveys and studies to undertake special
projects, evaluate existing strategies or devise new strategies
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Changes and unforeseen developments may also be investigated
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PROCESSED FORM APPROACH
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Information used is supplied by govt agencies or private instituitions
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Secondary data available from external and internal sources may also be
used
FACTORS AFFECTING ENVIRONMENTAL
APPRAISAL
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Factors relating to nature of ➢
Factors relating to the
environment Strategies
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Complexity •
This is master level stretgy:- corporate
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Flexibility level strategy to achieve corporate
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Hostility objective.
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Diversity •
Sub level strategy:-for specific purpose
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Factors relating to the organisation and to help master stretgy.
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Nature of the business •
Functional level strategy:-how the
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Age of the organisation stretgy is translated into functions like
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Size of the organisation marketing,finance, production and R
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Nature of the markets AND D.
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Nature of the products •
➢
Factors relating to strategists:
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Age , education and experience
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Motivational level
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Ability to withstand pressure and strain
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Interpersonal relations
STRUCTURING THE ENVIRONMENTAL
APPRAISAL
• Two most important techniques of
environmental appraisal are:
• ETOP(environmental threats and
opportunities) Analysis
• SWOT(strengths, weaknesses,
opportunities and threats) analysis
ETOP
Strengths—internal to the unit; are a unit’s resources and capabilities that can
be used as a basis for developing a competitive advantage; strength should be
realistic and not modest.
The list of strengths should be able to answer:
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What are the unit’s advantages?
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What does the unit do well?
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What relevant resources do you have access to?
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What do other people see as your strengths?
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What would you want to boast about to someone who knows nothing about this
organization and its work?
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Examples: good reputation among customers, resources, assets, people, :
experience, knowledge, data, capabilities
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Think in terms of: capabilities; competitive advantages; resources, assets,
people
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(experience, knowledge); marketing; quality; location; accreditations
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qualifications, certifications; processes/systems
Weaknesses
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Examples: gaps in capabilities, financial, deadlines, morale
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lack of competitive
Opportunities
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Examples: unfulfilled customer need, arrival of new
technologies, loosening of regulations, global
influences, economic boom, demographic shift
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Where are the good opportunities facing you?
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What are the interesting trends you are aware of?
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Think of: market developments; competitor;
vulnerabilities; industry/ lifestyle trends;; geographical;
partnerships
Threats
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Examples: shifts in consumer tastes, new regulations, political or legislative
effects, environmental effects, new technology, loss of key staff, economic
downturn, demographic shifts, competitor intent; market demands; sustaining
internal capability; insurmountable weaknesses; financial backing
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The list of threats should be able to answer:
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What obstacles do you face?
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What is your competition doing?
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Are the required specifications for your job/services changing?
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Is changing technology threatening your position?
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Do you have financial problems?
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Could any of your weaknesses seriously threaten your unit?
Pest Analysis
• It is very important that an organization
considers its environment before
beginning the marketing process. In fact,
environmental analysis should be
continuous and feed all aspects of
planning. The macro-environment
consists of e.g. Political (and legal)
forces, Economic forces, Sociocultural
forces, and Technological forces. These
are known as PEST factors.
PEST
political
economic
POLITICAL FACTORS