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 company’s future course of action”( Principles of Marketing Kotler 14th Edition)
• Also defined as the process of gathering, examining, and allocating data for tactical and strategic purposes.
Purpose :
To provide strategic intellect by assessing potentially substantial environmental changes
 Carries both current environmental standing and how it is changing movements.
 Alarms organizers to drifts that are uniting, deviating, relating, rushing, or slowing.
 Perfect end-goal: allows for adaptive preparation before these drifts arise or fully mature.
Explanation and Factors
The marketing environment involves forces outside marketing that affect the marketing management’s ability to develop and keep up successful associations with its target customers.The very sharp and smart marketing manager approaches to the marketing environment if is proactive relatively than reactive and understanding the external impacts so that be able to develop an effective reaction to adjust and secure the company’s position in the future.
The factors and forces can be generally be divided into two broad components
A. Micro Environmental Forces:
• The Company Itself.
• The Suppliers.
• The Competitors.
• The Intermediaries which are Marketing Channel Firms.
• The Customer Markets.
• The Public.
B. Macro Environmental Forces:
• The Demographic Forces.
• The Economic Forces.
• The Natural Forces.
• The Technological Forces.
• The Political Forces.
• The Cultural Forces.
A. The Micro Environmental
There are five components in Micro Environment
I. The first component is Organization Internal Environment such that its several department as its affects the decision making of marketing management.
II. In the second component there is Marketing Channel Firm which cooperates in creating value between the marketing intermediaries and the suppliers.
III. The third components include the markets in the selling of an organization occurs that are
Consumer
Producer
Reseller
Government
International markets
IV. The fourth component consists of the organization competitors.
V. The fifth component includes all the Public which has an direct impact on achieving the objective of the organization that are
Financial
Media
Local Public
General Public
The Internal Public
Government
Citizen action

1. The Company Itself
Top management is responsible for setting the company’s mission, objectives, broad strategies, and policies. Marketing managers must make decisions within the...

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