Strategic Plan, Part 1: Environmental Scan

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h197917

Writing

Description

You will perform an environmental scan for your target company.

Choose an organization according to the following:

  • Current employer - Southwest
  • Most recent or former employer - United Airlines
  • Place of business that you have patronized or have been familiar with over a long period of time.
    • Avoid choosing an organization that is so large that historical data would be difficult to apply. Firms in the Russell 2000® index may fit well, whereas firms in the Dow 30 Industrial index probably do not.
  • The organization can be a start-up that you or a significant other may create in the future. For a start-up, focus on an entrepreneurial idea that is of substantive interest, so this project leaves you with a product you may leverage in the future.

Write a 1,200 - word minimum environmental analysis in which you include the following:

  • Determine how to create value and sustain competitive advantage using the environmental scanning strategy.
  • Evaluate the company's external environment.
  • Assess the company's general environment.
  • Evaluate the organization's industry operating environment.

Format your paper according to APA guidelines.

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Explanation & Answer

Attached.

Running Head: STRATEGY PLAN

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Strategic Plan: Environmental Scanning
Name
Institutional Affiliation

STRATEGY PLAN

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Using Environmental Scanning Strategy to Create Value and Sustain Competitive
Advantage
At Southwest Airlines, environmental scanning strategy play an instrumental role in
creating value as well as sustaining the competitive advantage. Since environmental scanning
strategy encompasses analysis of relevant data in order to identify the threats and opportunities,
scanning enables the company to identify the value proposition of the customers and look for
ways to fill the gap (Holloway, 2017). In addition, environmental scanning enables the company
to understand the value drivers and look for technology resources to satisfy the needs and
preferences of the customers. Furthermore, scanning also allows the company to identify the
market segments and customers to create more value relative to competitors.
In addition, environmental scanning enables the company to create a win-win price. As a
result, it enables the company to be competitive in the market. Since scanning allows the
company to analyze the prices charged by other competitors in the market, it enables the
company to set to set viable and lucrative prices that can win the attention of the customers
(Robinson & Simmons, 2017). Furthermore, environmental scanning allows the company to
focus on more valuable customers. This, in turn, attracts the attention of the valuable customers
to subscribe to services offered by the company. Hence, it boosts its competitive advantage over
rifle competitors.
Company’s External Environment
The external environment of the Southwest can be categorized into a macro environment
(general environment) and microenvironment. The microenvironment factors that directly impact...


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