environmental scanning:complete concept
DESCRIPTION
The strategic management application and description of Environmental Scanning fully with various processes & resulting strategies.TRANSCRIPT
Nature & Components of Environmental
Scanning
Presented by:Ashutosh
MishraMBA (Mrktg.)
What is Environmental Scanning?
Environmental scanning is a process of gathering, analyzing, and dispensing information for tactical or strategic purposes. The environmental scanning process entails obtaining both factual and subjective information on the business environments in which a company is operating or consider entering.
Environmental Scanning: “A term coined in the mid-1960’s by Francis Aguilar, a Harvard Business School professor, to describe the action of watching and collecting information on a company’s rivals and the overall market.”
Source: Fuld & Company, Inc.
Environmental Scanning
Common part of strategic analysis.
Internal elements & external elements.
All are interrelated.
Factors affecting Environmental Scanning
External Environment
Internal Environment
Events
Trends
Issues
Expectations
Infrastructure
HR
Hardware
Abilities
Structure
Three approaches to Scanning
Kubr has suggested three approaches to scanning,
Systematic: Information related to markets & customers, changes in legislation & regulations that have a direct impact on organization’s activities that could be collected continuously to monitor changes.
Ad-hoc: Conduction of special surveys & studies to deal with specific environmental issues.
Processed form: Information available from different sources both internal & external of the organization in processed form.
Sources of Information
Secondary sources
Mass media
Internal sources
External agencies
Formal studies
Spying & Surveillance
What scanning can
accomplish?
It helps an organization capitalize on early opportunities rather than lose these to competitors.It provides an early signal of impending problems, which can be defused if recognized well in advance.It sensitizes an organization to the changing needs and wishes of its customers.It provides a base of objective qualitative information about the environment that strategists can utilize.It provides intellectual stimulation to strategists in their decision making.It improves the image of the organization with its publics by showing that it is sensitive to its environment and responsive to it.It is a means of continuing broad-based education for executives, especially for strategy developers.
PEST analysis: An environmental scan for
business. Micro Environment
Macro Environment
Components
Current scanning processes
Porter’s Five Forces
Intelligence Cycle
Linear Process
Concentric Circles
Scientific Method
Hub & Spoke
Visualization
PORTER’S
FIVE
FORCES
Source: Porter, Michael. Competitive Strategy. New York
INTELLIGENCE
CYCLE
Source: Journal of Business Strategy, May/June, 1988
LINEAR
PROCESS
CONCENTRIC
CIRCLES
SCIENTIFIC
METHOD
Source: Cliff Kalb, Merck
Responses
When an issue is detected, there are generally six ways of responding to them:
Opposition strategy - try to influence the environmental forces so as to negate
their impact - this is only successful where you have some control over the
environmental variable in question .
Adaptation strategy - adapt your marketing plan to the new environmental
conditions .
Offensive strategy - try to turn the new influence into an advantage - quick
response can give you a competitive advantage .
Redeployment strategy - redeploy your assets into another industry .
Contingency strategy- determine a broad range of possible reactions - find
substitutes .
Passive strategy - no response - study the situation further .
REFERENCES
Scanning the business environment- Aguilar, F.
The New Competitor Intelligence by LeonardM. Fuld. New York, John Wiley & Sons, Inc.,1995.
http://www.bing.comhttp://www.carr-research.com
Strategic Management & Business Policy by Azhar Kazmi, 3rd. edition