Environmental Scanning: Future of Law, Defining the Scope

Environmental Scanning
Student:
Professor:
Course title:
Date:
Student:
Professor:
Course title:
Date:
There are several factors that affect the performance of a business organization. Some are from within the organization while others are external. It is imperative for every organization to remain alert of the external and internal happenings within the organization. Environmental scanning entails systematic survey and interpretation of data with the aim of identifying external threats and opportunities. The environmental scans focuses on the world beyond it, its competitors and the happenings within its own circles. This paper focuses on the reliance of environmental scanning for organizations.
Defining the Scope
When conducting environmental scanning, it is imperative to identify the scope. Often, the external environment of any organization is wide. Yet, it is not all aspects of the environment that will have a direct or ripple effect to the organization. As such, it is necessary that specific regions or aspects of the external environment are identified and focus directed there.[Karami, Azhdar. Strategy Formulation In Entrepreneurial Firms 47. 56, 61, 2010]
Types of Environment
There are three types of environments that an organization must consider to conduct a scan on. The first level is known as task environment. This refers to the immediate public of the organization. In a college set for instance, task environment will include current students, potential students and their parents. For a business organization, task environment includes the customers of the business and potential customers.
The next level is known as industry or enterprise environment and refers to all organizations that are associated with the business in any way. This includes suppliers, corporate clients and any other organizations with an association with the business.
Macroenvironment is the next level and refers to changes that may take place in the social, political, technological and environmental arena. For instance, multinationals will always watch out on politics of region and become very wary during electioneering period.[Moutinho, Luiz and G Southern. Strategic Marketing Management 28, 56, 57, 90,2010]
The Structure
The structure of conducting environmental scanning is not as elaborate. There is not sole particular way in which scanning is done. Every organization seeks to customize their scanning structure to meet their specific needs. The team that is in charge of conducting the scan will use various tools to ensure that they capture as much information as possible. Most organizations conduct scanning an informal manner. Of greater importance is to ensure that they remain consistent in scanning so that decision makers can have a good understanding of the external market.[Dalgic, Tevfik and Tulay Yeniceri Customer-Oriented Marketing Strategy, 25-31, 2013]
Even with no rules of scanning, organizations must ensure they are broad enough as this is the only way they will capture all aspects in the market. In structuring the process, organizers must look out for any loopholes that may seem to overlook important aspects.
Conclusion
When conducting environmental scanning, it is crucial to keep in...