Environmental Scanning

Environmental scanning Environmental scanning helps to get the data related to the market which Company has to operate. That data is converted into information. And latter it is matched with the strength and the weakness of the company or an organization.

Types of marketing environment 3. d. e. f. g. h. i.

Macro environment Political Economical Social and cultural Technical Natural Global environment

2.Micro environment m. Individual consumer n. Company/Organisation

1. Environmental Scanning

3

Help full to achieve the Objective

Exter nal factor

Harm full to achieve the objective

Opportu nity

Thre ats O

Interna l factors

Streng ths

SWOT Analysis

weakn ess

Strategic business units

SBUs are generally made to capture the market throu Involving the local force at the same time maintaining the value Of the company as well.

7. These units are centrally administered 8. They are also known as branches of any organizatio 9. Style of functioning is molded according to the requirements Of the market and the circumstances. 4. Generally done to expand and cater the market.

Curren t produc

New produc ts

Current markets

New markets

Ansoff’s matrix for

Di In a g t eg ona r at l i o n

Horizontal Integration Forward Integrat ion

Integratio n

r ula n Circ gratio Inte

Backwar d integrat

Barrier to Entry

Competi tive Advanta Supplier Bargaini ng Power

Core competency

Industri al rivalry

substitutes

Michael Porter’s Five Force Model

Buyers Bargaini ng Power

Basic Model of Strategic Management Four Basic Elements

9

Assessing Growth Opportunities Sales In millio

tio a c i f ersi v i D tih w on o t r a g r g Inte th grow

n

In t e n sive g r owth

Desired sales

Time(years)

Strateg ic Gap

Diversification Growth Diversification makes sense when a company finds a highly attractive new Industry where it can leverage its strengths. Three types of diversification are possible: 7. Making a new product by maintaining the consistency with their earlier product 2. Making a new product which is not related to its earlier products.

Competitive Advantage strategies Differentiation in Co

Scope

st

products

Broad marke t

Narrow market

Advantag e