Environmental Scanning Essay

2628 words - 11 pages

Environmental scanning refers to information use and acquisition with regard to organizations relationships, events and trends in its external environment aimed at helping an organizations management in planning the organization’s future activities (Albright, 2004; Aguilar 1967; Choo and Auster, 1993). With regard to public relations, environmental scanning refers to the gathering of information on the reaction and opinion of the public towards the organization. Most organizations engage in environmental scanning because it provides them with a better understanding of external forces of change and aids at identifying emerging issues, drawbacks and situations which enables them came up with strategic measures to change their policies, procedures, services, behavior and products in order to benefit the organization and to adhere to the public’s interest (Cultip et.al, 1987). According to Sutton (1998), environmental scanning is aimed at identification and avoidance of surprises, acquisition of competitive advantage, short-term and long term planning improvement and identification of opportunities and threats (Albright, 2004). To be more specific, environmental scanning is a method used for information identification, translation and collection with reference to external influences into constructive decisions and plans. Most notably, there has been a debate on the strengths of environmental scanning and its specific limitations in relation to public relations (Conerlissen (2007, p.99) opines that environmental scanning helps organizations through “analyzing the organization’s position and identifying emerging issues that may have significant implications for the organization.” However, L’ETang (2008, p.86) opines that environmental culture inculcates the “surveillance culture” among public relations professionals. Accordingly, this essays reflects on this issues arising in this debate in a bid to arriving to a convincing conclusion.
Reasons for Environmental scanning
The emergence of new business practices and rapid features in the markets makes environmental scanning an important activity to be undertaken by many organizations as these will enable an organization to be at par with the numerous increasing trends such as regulations and technology. Accordingly, environmental scanning enables an organization to be more anticipatory in its management and reduces the probability of it being left behind (Albright, 2004)
Organizational success is defined by the relationship among the organizations, external environment, strategic planning and markets. Therefore, identification of external forces provides an organization with the opportunity to evaluate a particular existing challenge and consider their response to that challenge in relation to their internal strengths and weaknesses (Albright, 2004). Stoffel (1994) argues that environmental scanning enables an organization to tackle persistent issues such as technical, economic...

Find Another Essay On Environmental Scanning

Lacking Growth at Yahoo! Inc. Essay

1142 words - 5 pages The goal of a corporation is long-term success and growth. In order to meet this goal companies must be evaluating the market and environment constantly and be prepared for changes that will happen. Even a previously widely successful company can fail if the company does not manage change and have a strategic plan in place. By using environmental scanning a company can monitor trends that may affect performance and use this information to

Point of Sale Business Requirements Essay

781 words - 3 pages appropriate size, 12 to 15 inches, is required. The monitor should be flat-screen LCD since CRT monitor are too bulky and generate too much heat. The touch-screen technology should be capacitive verses resistive; capacitive screens are more durable, as well as, they all for foreign devices, such as styluses, to operate the touch-screen.Retail Hardened HardwareIn the convenience industry, various environmental conditions will exist; dust, grime, heat

Expanding Companies Internationally

2136 words - 9 pages to meet her employees as often as would have been possible, and that personal touch that she craved for all the organization’s product might not be there. The standard might not be as high as those from Finland, the original country. • Environmental scanning: International marketing is different and every country has its own cultures, methods, and even beliefs that can affect businesses. The fact that Marimekko has become a success phenomenon in

Tesla Motors: External Analysis

5350 words - 21 pages that are introducing luxury and high performance vehicles to the same market segment threatens Tesla's ability to stay at the top. ENVIRONMENTAL SCANNING - POLITICAL FACTORSThrough grants, and initiatives, the US Department of Energy (DOE) has put a great emphasis in recent years on EV's. The "EV Everywhere Grand Challenge" set forth a goal to improve EV and battery technology, allowing an EV to be as affordable as any gasoline

The Pros and Cons of Marketing

1140 words - 5 pages marketing Hansophone brand of EPABX systems in Nepal. While choosing these companies as a good and as a bad example at marketing, the following points that are visible to the observers of the companies' marketing activities are taken into consideration. · Environmental scanning which provides information about social, economic, competitive, technological and regulatory forces that affect the marketing of their products and · Marketing efforts

Environmental Scan

1151 words - 5 pages PAGE \* MERGEFORMAT 1 PAGE 6 Environmental ScanIntroductionThis paper will depict research of the internal and external environments of Target Corporation and Cessna Aviation Company through environmental scanning. By performing a SWOT Analysis, a resolution of the competitive advantages will be made of both companies and the strategies that they are using. The environmental scan of these organizations will include information on how each one

Kudler Foods Case Analysis

1323 words - 5 pages on the key skills for strategic management Kudler Fine Foods has be able to change the way the company does business. One major skill is environmental assessment and scanning skills. This is a skill that allows the company to take advantage of competitive opportunities; managers need to be aware of external and internal factors that are likely to affect organizations performance. Once an organization has become aware of those factors, the Kudler

Integrating Strategy and Human Resource Management

1330 words - 5 pages strategic planning process through synchronization of its scanning processes with the bank’s overall environmental scanning process” (Greer, 2001, p. 157). Regarding Ingersoll-Rand rock drilling division, this company needed to train employees to become familiar with new technology, control the cost of labor, and resolve the labor shortage. Therefore, they had to incorporate human resource management and strategic planning which resulted in allowing

Strategy, change and innovation

2439 words - 10 pages Strategy, change and innovationWe are told by writers on strategy that we should keep the environment under constant review. Form the point of view of strategic management, what is the practical use of knowing what is going on in the environment? Can environmental scanning tools be distinguished in terms of ( a ) the information they provide and( b ) the use that can be made of that information, and which tools would you use in what

Primary Components Strategic Management Process

573 words - 2 pages strategic decisions, strategic management evaluates a businesses vision, helping understand what is needed to execute and ensure the businesses consistency.Businesses need to analyze, gather large amounts of information to evaluate and learn from change in the market. Environmental scanning helps businesses scan and uncover issues determining if the market is going as expected, "monitoring, evaluating, and disseminating of information from the

International Marketing

1729 words - 7 pages Monitoring Environmental Forces My company will monitor environmental forces over the next five years using environmental scanning. This is the process of monitoring and analysing the marketing environment of a company. I must define a range of forces that require monitoring. These must be the environmental forces which the business thinks will have the most impact on its future prospects In order to monitor these forces, my company must gather data, news

Similar Essays

Environmental Scanning Essay

1756 words - 7 pages How Environmental Scanning Helps an Organization to Fomulate Strategy Including Both Microenvironment and Macroenvironment Factors. ENVIRONMENTAL SCANNING Defination: • “Aguilar (1967). Aguilar defines environmental scanning as acquiring information about events and relationships in a company’s outside environment, the knowledge of which would assist top management in its task of charting the

Forecasting Methods Essay

1692 words - 7 pages This paper addresses four forecasting methods. The first is the Delphi technique, which could be considered one of the core tools of future forecasting. The remaining three are interrelated and consist of environmental scanning, issues management, and emerging issues analysis. These three have in common the aim of surveying the environment to determine likely issues that are going to impact upon an organization, community, or individual

Customer Buying Behaivor Concept Essay

583 words - 2 pages PAGE 1 PAGE Customer Buying Behavior Concepts PAGE 1 Customer Buying Behavior Concept WorksheetRamona PullinUniversity of PhoenixCustomer Buying Behavior Concepts Worksheet Concept Application of Concept in the Scenario and/or Simulation Reference to Concept in Reading Environmental Scanning Sam Smith is concerned about customer acquisition and retention. He has tried to avoid losing a client, but he is not sure whether or not all

External Analysis – Theories, Frameworks And Its Relevancy In Strategic Decision Making

1485 words - 6 pages , 2006; Houben, Lenie and Vanhoof, 1999).DefinitionEnvironmental scanning and industry analysis are also interchangeably termed as external analysis (Mcmillan & Tampoe, 2000) and serve as the first and foremost step in developing planning. In other words, environmental scanning is generally viewed by strategic management scholars as a prerequisite for formulating effective business strategies (Beat, 2000).Definitions of environmental scanning