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Environmental Scanning

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Running head: ENVIRONMENTAL SCANNING 1
Environmental Scanning
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ENVIRONMENTAL SCANNING 2
Introduction
In today’s rapidly changing environment, any business which is not able to adapt, is
unable to endure and eventually dies. The need to keep up and adapt to new trends requires
thorough environmental scanning, to help craft a strategy which enables businesses to take
advantage of any changes which may occur. Environmental scanning is the process through
which an organization gathers information about itself, its competitors and the external world
as a whole. Through environmental scanning, information is monitored, evaluated, and
disseminated from the environment to key decision makers within the organization, so that
they can apply certain tactics and strategies to adapt as per the information gathered.
Environmental scanning can be motivated by a need to grow and expand a business,
businesses considering entering a certain market, or can be motivated by a crisis affecting the
organization. The information obtained through environmental scanning can either be factual
or subjective. The information is gathered and interpreted to identify Strengths, weaknesses,
opportunities and threats (SWOT). Once the information is analysed, the company responds
through change or adjustment of its strategies and plans as per the identified needs. When the
right information is gathered, businesses can easily adapt, enhancing the future viability of
the organization.
Scanning External and Internal factors
Environmental scanning is anchored on SWOT analysis which is a key aspect of
strategic planning. The internal scan mostly focuses on the strengths and weaknesses of the
organization, while the external factors scan focuses on opportunities and strengths. The
SWOT analysis matches a businesss resources with its capabilities in the environment in
which it operates. Therefore, SWOT analysis is important in selecting and formulating an
organization’s strategy. Most organizations carry out both internal and external

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Running head: ENVIRONMENTAL SCANNING Environmental Scanning Name Tutor Institution Course Date 1 ENVIRONMENTAL SCANNING 2 Introduction In today’s rapidly changing environment, any business which is not able to adapt, is unable to endure and eventually dies. The need to keep up and adapt to new trends requires thorough environmental scanning, to help craft a strategy which enables businesses to take advantage of any changes which may occur. Environmental scanning is the process through which an organization gathers information about itself, its competitors and the external world as a whole. Through environmental scanning, information is monitored, evaluated, and disseminated from the environment to key decision makers within the organization, so that they can apply certain tactics and strategies to adapt as per the information gathered. Environmental scanning can be motivated by a need to grow and expand a business, businesses considering entering a certain market, or can be motivated by a crisis affecting the organization. The information obtained through environmental scanning can either be factual or subjective. The information is gathered and interpreted to identify Strengths, weaknesses, opportunities and threats (SWOT). Once the information is analysed, the company responds through change or adjustment of its strategies and plans as per the identified needs. When the right information is gathered, businesses can easily adapt, enhancing the future viability of the ...
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