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The scanning process makes the organization aware of what the business environment is about. It allows the organization to adapt and learn from that environment. [19] When the company responds to an environmental scanning process it allows them to easily respond and react to any changes to both the internal and external business environment.
Detecting weak signals is achieved by scanning the organizational environment. The concept of environmental scanning (Aguilar, 1967) describes a process whereby the environment in which an organization operates is systematically scanned for relevant information. The purpose is to identify early signals of possible environmental change and to ...
In marketing, a marketing plan is created to guide businesses on how to communicate the benefits of their products to the needs of potential customer. The situation analysis is the second step in the marketing plan and is a critical step in establishing a long term relationship with customers. [3] The parts of a marketing plan are: Introduction
Context analysis is a method to analyze the environment in which a business operates. Environmental scanning mainly focuses on the macro environment of a business. But context analysis considers the entire environment of a business, its internal and external environment. This is an important aspect of business planning.
In business analysis, PEST analysis (political, economic, social and technological) is a framework of external macro-environmental factors used in strategic management and market research. PEST analysis was developed in 1967 by Francis Aguilar as an environmental scanning framework for businesses to understand the external conditions and ...
Scanning is also used to detect weak signals in the environment, before these have conflated into a recognizable pattern, which might affect the organization's competitive environment. Scanning can include every material published in the media such as television, newspapers and periodicals. [10] This method of scanning is called media-scanning.
As a result, traditional environmental scanning places many firms at risk of dangerous competitive blindspots due to a lack of robust competitor analysis. [4] It is important to conduct the competitor analysis at various business stages to provide the best possible product or service for customers.
Market research about market structures and processes must be done to define the “relevant market”. The relevant market is an integral part of the whole market, on which the company focuses its activities. To identify and classify the relevant market, a market classification or segmentation has to be done. [3]