Environmental scanning

Environmental scanning helps to get

the data related to the market which
Company has to operate. That data is
converted into information. And latter
it is matched with the strength and the
weakness of the company or an
organization.
Types of marketing
environment
3. Macro environment
d. Political
e. Economical
f. Social and cultural
g. Technical
h. Natural
i. Global environment

2.Micro environment

m. Individual consumer
n. Company/Organisation
1. Environmental Scanning

3
 Help full to Harm full to
achieve the achieve the
Objective objective

Opportu
Exter nity Thre
nal ats
factor
O

Interna weakn
l ess
factors Streng
ths

SWOT
Analysis
Strategic business units
SBUs are generally made to capture the market throu
Involving the local force at the same time maintaining
the value
Of the company as well.

7. These units are centrally administered

8. They are also known as branches of any organizatio
9. Style of functioning is molded according to the
requirements
Of the market and the circumstances.
4. Generally done to expand and cater the market.
 Curren New
t produc
produc ts

Current
markets

New
markets

Ansoff’s
matrix for
 Circ gratio
Inte
ula
Backwar i on
d

r
r at l
integrat t eg ona
In a g

n
Di

Horizontal
Integration
Forward
Integrat
ion

Integratio
n
 Barrier to
Entry

Competi
tive
Advanta

Supplier Industri Buyers

Bargaini al Bargaini
ng rivalry ng
Power Power

Core
competency substitutes

Michael Porter’s Five

Force Model
 Basic Model of
Strategic Management

Four Basic Elements

9
 Assessing Growth
Opportunities
Desired
sales
tio n Strateg
f i c a
i v ersi ic
D tih Gap
Sales g r o
r
w
a t on
g owth
Inte th
r
In
g
sive
grow t en
In
millio

Time(years)
Diversification Growth
Diversification makes sense when a company finds a highly
attractive new
Industry where it can leverage its strengths.

Three types of diversification are possible:

7. Making a new product by maintaining the consistency
with their earlier
product

2. Making a new product which is not related to its earlier

products.
 Competitive Advantage
strategies Differentiation in
Co
Scope st products

Broad
marke
t

Narrow
market

Advantag
e