Hi, here it is
Running head: ENVIRONMENTAL SCANNING
Environmental Scanning Strategy: Alaska Airlines Company
Environmental scanning entails the systematic surveys and interpreted data pertaining the
patterns, occasions, trends, as well as relationships in internal and external environment of a
given organization. It helps in identifying the external opportunities and threats of such
organization. It also plays a major role in helping managers decide the potential course of the
organization. The organization of focus in this paper is Alaska Airlines, which is an airline
company based in Washington, USA.
Creating Value and Sustaining Competitive Advantage
In this case, the aim is to develop a considerably high-level strategic plan for the Alaska
Airlines Company. The strategy is achieved by analyzing its external environment, general
environment, industry operating environment.
A clear understanding of the organization’s current internal and external environments is
crucial in developing an effective strategy. Alaska Airlines Company has seemingly inimitable
internal and external environment within which it operates, just like most other organizations
(Bhatt, Shah, Laslett, Waits, Anderson, & Cardiology., 2015).
The internal environment is attributed to the way in which people work in respect with
the organization’s mission and core values. The internal environment is typically controllable
and changeable. These two aspects are achieved through good planning and carefully chosen
management processes. Some of the general internal environment factors include organizational
cultures, physical assets, profit, human resour...