Answer:
Environmental scanning.
Explanation:
Environmental scanning can be defined as a management strategy or technique which is based on systematically acquiring data (informations) about trends, events or patterns, and occasions by creating or taking surveys and analysis of these data (informations) in the internal and external environment of the organization. After acquiring these data (informations) through the use of environmental scanning, it is then utilized by the executive management for strategic planning of the organisation's future, exploitation of all available opportunities for the success and smooth operations of the organization.
Furthermore, the internal environmental scanning as a management strategy, offers an organization strength and weakness while the external environmental scanning provides information about opportunities and threats. This is typically referred to as the SWOT (Strength, Weakness, Opportunities and Threat).
In a nutshell, the environmental scanning gives an overview of the strength and weakness possessed by an organization, as well as opportunities in the market and potential threats to an organization.
Hence, the following are the key features or applications of an external and internal environmental scanning;
1. Used as a tool for corporations to avoid strategic surprise.
2. Used to monitor, evaluate, and disseminate information relevant to the organizational development of strategy.
3. Used to determine a firm's competitive advantage.
4. Used as a tool to ensure a corporation's long-term health.
5. Using market surveys to get important informations about their customers.
<em>In conclusion, when performing environmental scanning, an organization should consider not only those trends that directly impact it, but also those that affect its suppliers and customers in general. </em>
