process of continuosly collect & analyzes information about an organization to identify potential opportunities, threat & trends
Environmental Scanning
refer to the various external factors that can influence an organization performance, strategies & decisions
Environmental Forces
factors like inflation rates, economic growth & unemployment level.
Economic Forces
goverment policies, regulations & political stability fall into this category
Political & Legal Forces
Societal attitudes, values, demographic & cultural norms.
Social & Cultural Forces
Advances in technology can create opportunities for innovation & efficiency can also pose threats
Technological Forces