Evaluate environmental scanning and growth options analysis: Use environmental scanning to identify business opportunities, analyze successful business.

Lesson 74/128 | Study Time: Min

Course: BBA in Business Management and Marketing

Evaluate environmental scanning and growth options analysis: Use environmental scanning to identify business opportunities, analyze successful business

Getting Ahead with Environmental Scanning

Have you ever wondered how corporations like Google, Amazon, or Apple always seem to be ahead of the curve? The secret weapon to their success might be something called Environmental Scanning. It is a method used by companies to understand their operating environment and identify potential opportunities for growth. In the rapidly evolving world of digital marketing and digital media, staying abreast of trends, changes, and opportunities is crucial.

Unearthing Opportunities with Environmental Scanning

Environmental Scanning is a critical tool used by businesses to identify and understand the external factors that could impact their operations. This includes evolving market trends, shifts in consumer behavior, changes in technology, and legislative updates.

For instance, Netflix is a classic case of a company that successfully used environmental scanning to revolutionise the entertainment industry. By recognizing the shift in consumer behavior towards digital content consumption and the advancements in streaming technology, Netflix transitioned from a DVD rental service to an online streaming platform. Today, it is a multi-billion-dollar business.

The process of environmental scanning typically involves the following steps:

1. Identifying the factors that could impact the business.

2. Collecting data related to these factors from reliable sources.

3. Analyzing the collected data to understand its potential impact.

4. Developing strategies to leverage the identified opportunities or mitigate potential risks.

Analyzing Growth Options: The Secret to Scaling Up

Environmental scanning not only provides businesses with a clear picture of their current operating environment but also helps them identify and analyze different growth options. This could include expanding into new markets, launching new products, or improving operational efficiency.

For instance, Amazon identified the potential of cloud computing technology early on through environmental scanning. It capitalised on this opportunity and launched Amazon Web Services (AWS), which is now a major source of revenue for the company.

Harnessing Success with Environmental Scanning

The power of environmental scanning extends beyond the realm of tech giants. Businesses of all sizes can harness its benefits to drive growth. Zara, a popular fashion brand, is known for its swift response to fashion trends. This is made possible by its robust environmental scanning process, which helps it to identify fashion trends in real-time and quickly incorporate them into its product line.

In conclusion, environmental scanning is a powerful tool for business growth. By constantly monitoring the external environment, businesses can identify promising opportunities, make informed decisions, and stay ahead of the competition.

Understand the concept of environmental scanning and its importance in identifying business opportunities.

Question: What is environmental scanning?

The process of gathering and analyzing information about internal factors that can impact a business.The process of gathering and analyzing information about external factors that can impact a business.The process of gathering and analyzing information about both internal and external factors that can impact a business.The process of gathering and analyzing information about financial factors that can impact a business.

Unearthing the Importance of External Factors

Most businesses operate within a dynamic environment, shaped by various external factors. It's like sailing a ship in the open sea. While you can control the ship, you can't control the ocean currents or the weather, but understanding them can significantly affect your journey's success. Thus, identifying relevant external factors is a crucial step in environmental scanning. This pertains to those external elements that can significantly impact your business, such as economic conditions, consumer behavior, industry trends, and technological advancements. 🌐💼📈

An example of this could be seen in how the COVID-19 pandemic has affected businesses worldwide. Companies have had to adjust to the changing economic landscape, shifting consumer behaviors, and accelerated digital transformation.

The Treasure Hunt for Relevant Information 🕵️‍♂️💼

Once you have identified the relevant external factors, it's time to embark on a treasure hunt for pertinent information. This involves gathering data and information related to the identified external factors. You can use various sources like market research reports, industry publications, competitor analysis, customer surveys, and government reports.

Take for instance, a home decor business. To gauge the market trends, they might study industry publications or reports, checking out what's popular or what's not. They might conduct customer surveys to understand their preferences or analyze competitors to identify their strengths and weaknesses.

Example:

In a competitive analysis of a home decor business, they may find that their competitor has a strong online presence and focus on eco-friendly products. This could help the company strategize its focus on enhancing its digital footprint and introducing eco-friendly product lines, thereby addressing a new customer segment and enhancing its market competitiveness.

Analysing the Puzzle Pieces 🔍📊

After gathering the information, the next step is to analyze the data. It's like putting together a puzzle; you look for patterns, trends, and potential opportunities that can help you understand the current state of the market, discern customer needs, and spot emerging trends.

For example, a clothing company notices an increasing trend of consumers opting for sustainable fashion based on their market research. The company then decides to introduce a new line of eco-friendly clothing, thereby catering to this emerging consumer need.

Example:

The clothing company's analysis may look something like this:

"Based on our market research, there is a 25% increase in consumers opting for sustainable fashion. Thus, we propose launching a new line of eco-friendly clothing to cater to this emerging market segment."

Interpreting the Findings - The Rosetta Stone of Business Opportunities 🚀📈

The final step in environmental scanning is interpreting the analyzed information. It's like reading the Rosetta Stone of business opportunities. You decipher the implications for your business and identify potential opportunities that align with your business goals and strategies.

Consider an IT company that, after conducting its environmental scan, found an increasing demand for AI-based solutions in the healthcare sector. Based on this interpretation, the company could decide to invest in developing AI-based healthcare solutions, aligning with the identified opportunity and their business strategy.

Example:

The IT company's interpretation could be:

"Our environmental scan indicates a surge in demand for AI-based solutions in healthcare. Aligning this with our business strategy, we plan to invest in developing innovative AI-based healthcare solutions to meet this increasing demand and drive our business growth."

In the end, environmental scanning is all about understanding the ocean you're sailing in, navigating your ship strategically, and reaching your business goals successfully.

Explore examples of businesses that have successfully used environmental scanning.

To do:

Choose two companies, one from your industry and one from a related industry, that have successfully used environmental scanning to identify and analyze growth opportunities.
Write a comparative report detailing how each company used environmental scanning.
Make sure your report covers the following points: a. How did the companies identify business opportunities? b. What were the opportunities identified? c. What strategies and approaches did the companies employ? d. What were the outcomes achieved by the companies? e. How did the companies use environmental scanning to stay ahead of the competition?

Scoring Criteria:

Thorough and well-researched analysis of the chosen companies and how they used environmental scanning to identify and capitalise on opportunities.
Clear and concise writing that objectively compares and contrasts the companies' practices, strategies, and outcomes.

Step-by-step plan:

Identify the two companies you will be analysing. Example: Company A is a leading e-commerce platform while Company B is a top-performing logistics firm.
Research each company's use of environmental scanning. Example: Look for case studies, news articles, reports, and any other reliable source that provides information about the companies' practices.
Document the opportunities identified by each company. Example: Company A identified a gap in the market for eco-friendly packaging and capitalized on it. Company B recognized an opportunity in expanding their services to underserved rural areas.
Analyze the strategies implemented by the companies and the outcomes of those strategies. Example: Company A introduced biodegradable packaging options and saw a rise in customer engagement and loyalty. Company B partnered with local vendors to tap into the rural market, leading to a significant increase in their customer base and profit margins.
Identify how each company used environmental scanning to outperform their competitors. Example: By constantly scanning their business environment, both companies were able to stay ahead of market trends and make strategic decisions that set them apart from their competition.
Write your report, making sure to cover all the points mentioned in the "To do" section. Remember to clearly differentiate between the practices of the two companies.

🍏The best solution:

Your report should look something like this:

Introduction: Briefly introduce Company A and Company B, explaining what they do and why you chose them for this analysis.

Section 1: Detail Company A’s use of environmental scanning. Explain how they identify opportunities, the specific opportunities they identified, the strategies they implemented, the outcomes of those strategies, and how this practice set them apart from their competitors.

Section 2: Repeat the same process for Company B.

Comparative Analysis: Compare and contrast the practices of both companies. Highlight any similarities and differences in their approach to environmental scanning.

Conclusion: Summarize your findings and offer insights or observations about the effectiveness of environmental scanning based on your analysis.

Analyze the strategic fit of growth options identified through environmental scanning.

"Fit" is More Than Just a Gym Term: Understanding Strategic Fit in Digital Marketing

Imagine launching a product line that doesn't align with your brand image, or investing in a marketing channel that doesn't reach your target audience. In both cases, the strategic fit is absent, resulting in potential resource wastage and missed opportunities. Strategic fit is a concept that ensures your resources and capabilities are in tune with the growth options you've identified.

For instance, if a software company identifies an opportunity in the gaming industry, it would need to evaluate whether its current resources and capabilities align with this new market. Is their team equipped with the necessary skills? Do they have the technological infrastructure to support game development? If not, they would need to consider whether it's worth investing in these areas.

Let's Talk Resources

When the talk is about resources, it's not just about money. Yes, financial resources are crucial, but that's not all. You also need to evaluate the non-financial resources that would be required. This could include the need for additional manpower, technology investments, marketing expenses, and changes to your operations.

For example, when Netflix first considered expanding into original content creation, one of the major resource considerations was the significant financial investment required. However, it also required the non-financial resources such as the necessary expertise and infrastructure to support the creation and distribution of original content.

The Power of Capabilities and Competitive Advantage

Resources are just one side of the coin. The other side is your capabilities and competitive advantage. Ask yourself - does your organization have the necessary skills and expertise to capitalize on the identified growth opportunities?

Let's consider the example of Snapchat launching Spectacles, their hardware product. While Snapchat had a strong brand and user base, they lacked the necessary capabilities in hardware production, leading to significant challenges. In contrast, Amazon has successfully leveraged its logistics and technology capabilities to expand into multiple new sectors such as cloud services and grocery retail.

In essence, the process of analyzing the strategic fit of growth options involves a careful evaluation of your company’s resources, capabilities, and competitive advantage. This process ensures that the growth opportunities you pursue are not only promising but also aligned with your organization's strengths and capabilities.

Remember, a mismatch in strategic fit can lead to wasted resources and missed opportunities. So, don't just scan your environment for opportunities, also ensure they fit your strategy.

Draw conclusions and make informed decisions based on the analysis.

Question: What is the purpose of environmental scanning and growth options analysis?

❌ Option1: 🌱 This is incorrect option.❌ Option2: 📊 This is incorrect option.👋 This is the correct option.❌ Option4: 📈 This is incorrect option.

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1- Introduction 2- Organisational communication: Importance and practices for effective communication within an organization. 3- Personal communication skills: Understanding and improving interpersonal communication skills. 4- Team communication: How management can support effective communication within teams and other groups. 5- External communication: Strategies and tools for effective communication with external stakeholders. 6- Communication barriers: Identifying and addressing obstacles to effective communication. 7- Communication styles: Understanding different communication styles and their impact. 8- Communication tools: Evaluating and utilizing tools and approaches for effective communication. 9- Workplace communication improvements: Planning and implementing strategies to enhance workplace communication. 10- Introduction 11- Leadership qualities and characteristics 12- Different skills and characteristics of successful leaders 13- Impact of different leadership styles on organizations 14- Research on current theories, models, and principles of leadership 15- Discrimination between leadership skills needed for different tasks and levels in organizations 16- Usefulness evaluation of leadership theories, models, and principles 17- Analysis of leadership skills required for specific situations 18- Influence of an organization's objectives on choice of leadership style 19- Evaluation of suitable leadership styles for different industries and sectors 20- Evaluation of suitable leadership styles for different industries and sectors 21- Introduction 22- Financial information: The need for financial information, its purpose, limitations, and stakeholders interested in the information. 23- Accounting arrangements and conventions: The accounting frameworks and regulations used by organizations. 24- Principles and standards: The principles and standards used to produce accounting and financial information. 25- Published financial information: The uses of published financial information. 26- Management accounting practices: How organizations use management accounting practices. 27- Financial commentary: The interpretation and analysis of published financial information. 28- Main items commented on: The key elements that are discussed in financial commentary. 29- Trends in accounting information: Identifying trends in published accounting information. 30- Introduction 31- Research and analysis of issues related to organizational change: Identifying and analyzing the impact of change on the organization's resources, explain. 32- Stakeholder involvement in planning and supporting change: Providing reasons and recommendations for a team approach to managing change, considering. 33- Planning the implementation and evaluation of a change process: Producing plans to prepare the organization for change and support implementation. 34- Introduction 35- Business processes and their importance in achieving business goals and objectives: Understanding the different functions within an organization. 36- Mapping organizational processes: Reviewing and analyzing the methods and approaches used to map out the various processes within an organization. 37- The impact of business goals and objectives on operations: Exploring how the mission, aims, and objectives of an organization influence its structure. 38- Approaches to goal setting: Analyzing different approaches to setting goals for organizations and understanding their effectiveness. 39- Setting SMART objectives: Learning how to set specific, measurable, achievable, relevant, and time-bound objectives to ensure clarity and focus. 40- Developing operational plans: Creating plans that support the achievement of organizational goals and objectives. 41- Using SMART objectives in operational planning: Incorporating SMART objectives into the development and implementation of operational plans. 42- Monitoring and controlling plans: Establishing systems to monitor and control the progress of operational plans and ensure that objectives are being. 43- Introduction 44- Team characteristics: Identifying the attributes of a successful team. 45- Theoretical models and approaches: Reviewing different models and approaches used to evaluate teams. 46- Motivational factors: Assessing the factors that affect team motivation. 47- Setting team objectives: Identifying different approaches to setting objectives for teams. 48- Monitoring and evaluating team performance: Evaluating methods for monitoring and evaluating team performance. 49- Recommendations for improving team performance: Producing recommendations on how to improve team performance. 50- Introduction 51- Factors influencing business: Understand different approaches to analyzing macro and micro environments and identify external factors and trends affecting business 52- Responses to external factors: Recommend strategies to respond to external factors and trends in order to positively impact business performance. 53- Integrated approach to business development: Identify organizational changes to counteract negative environmental factors and use case examples. 54- Changing relationship between private and public sector: Explain changes in the relationship between business, government, and the public sector. 55- Introduction 56- Review relevant issues: Analyze stakeholder needs and expectations for different business cases and research relevant information. 57- Explore decision-making approaches: Evaluate processes for obtaining information, make decisions based on g 58- Recommend approaches to improve decision making: Plan, communicate, and oversee new approaches, and develop measures to evaluate the effectiveness 59- Introduction 60- Role of planning in developing new business streams: Understand the importance of planning in business development and how it contributes 61- TOWS matrix and response identification: Learn how to use the TOWS matrix to identify appropriate responses to future opportunities or threats. 62- Business planning links: Recognize the connections between marketing, finance, HR, and operations in the business planning process. 63- Research into demand and market potential: Conduct thorough research to assess market demand and potential for a new business venture. 64- Opportunities matrix and strategy development: Create an opportunities matrix to support the development of strategies and responses to external threat. 65- Primary and secondary research for opportunity sizing: Utilize both primary and secondary research methods to determine the size of a potential opportunity. 66- Tangible and intangible resources for development strategy: Identify existing and required resources, both tangible and intangible, to support. 67- Business model development: Develop a comprehensive business model that aligns with the chosen development strategy. 68- Sales measures and key success factors: Define sales measures and key success factors to track progress and evaluate the effectiveness of the business 69- Pitch preparation and delivery: Prepare and deliver a persuasive pitch to raise support and finance for the development strategy. 70- Feedback incorporation and improvement: Gather feedback on the development strategy and make necessary improvements based on the received feedback. 71- Introduction 72- Examine growth options and resource implications: Understand the differences between strategy and a plan, explore different approaches to business . 73- Develop an appreciation of different business models: Analyze different business models and their revenue streams, identify ways to measure business. 74- Evaluate environmental scanning and growth options analysis: Use environmental scanning to identify business opportunities, analyze successful business. 75- Introduction 76- Different ways of dealing with customers: Analyze customer behavior and identify patterns and differences in approach. 77- Customer segmentation: Identify target groups and segment customers. 78- Customer retention skills and practices: Appraise CRM and customer relationship marketing activities, explain and provide examples of customer retention. 79- Customer-centered organizations: Research customer-centered organizations across different industries and evaluate their approaches, and create recommendations. 80- Introduction 81- Review organisations risk tolerance in different environments: Identify and evaluate different business environments and their associated risks. 82- Develop skills to identify and assess the risk profiles of organisations: Produce a risk profile for an organisation. 83- Investigate how innovation can be used to reduce risk aversion in growing organisations: Analyse the possible risks of innovation in an organisation. 84- Introduction 85- Ethical issues in business: Understand different ethical dilemmas that can arise in business and how to navigate them. 86- Importance of corporate social responsibility: Recognize the significance of CSR in business and its impact on stakeholders and society. 87- Ethical decision-making: Learn frameworks and strategies for making ethical decisions in business situations. 88- Sustainable and socially responsible business practices: Acquire knowledge and skills to develop and implement sustainable and socially responsible business practices. 89- Introduction 90- Fundamentals of project management: Understand the basic principles and concepts of project management. 91- Planning and organizing projects: Learn how to create project plans and organize tasks and resources effectively. 92- Controlling projects: Develop skills in monitoring project progress, identifying and addressing issues, and ensuring project objectives are met. 93- Project scoping: Learn how to define project scope and set clear goals and deliverables. 94- Scheduling: Develop the ability to create project schedules, set realistic timelines, and manage project deadlines. 95- Budgeting: Learn how to estimate project costs, create budgets, and track expenses. 96- Risk management: Develop skills in identifying and managing project risks to minimize potential issues. 97- Team coordination: Learn how to effectively communicate and collaborate with project team members to ensure successful project execution. 98- Introduction 99- Principles of supply chain management: Study and understand the fundamental principles and concepts of supply chain management. 100- Operational efficiency: Learn how supply chain management can impact operational efficiency and identify strategies to improve it. 101- Logistics management: Develop skills in managing the movement of goods and materials through the supply chain. 102- Inventory management: Learn techniques for effectively managing inventory levels to meet customer demand while minimizing costs. 103- Procurement management: Gain knowledge and skills in sourcing and purchasing goods and services to support business operations. 104- Production management: Understand the principles of production management and learn how to optimize production processes for efficiency. 105- Introduction 106- Introduction to Global Marketing: Understanding the basics of global marketing and its importance in today's interconnected world. 107- Cultural Sensitivity and Adaptation in Global Marketing: Recognizing and respecting cultural differences and adapting marketing strategies accordingly. 108- International Market Entry Strategies: Exploring various approaches and methods for entering international markets, such as exporting, licensing, join. 109- Market Research and Analysis in Global Marketing: Conducting thorough market research and analysis to identify opportunities, understand consumer behavior. 110- Global Branding and Positioning: Developing and managing a strong global brand identity and positioning it effectively in different markets to create. 111- Global Marketing Communication: Understanding the challenges and strategies involved in communicating effectively across different cultures and language. 112- Global Marketing Ethics and Corporate Social Responsibility: Considering ethical and social responsibility aspects in global marketing practices. 113- Introduction 114- Fundamentals of Consumer Behavior: Understanding the basic principles and theories that drive consumer behavior in the marketplace. 115- Psychological Factors Influencing Buying Decisions: Exploring the psychological factors such as perception, motivation, and attitudes that influence. 116- Research Methods for Consumer Insights: Learning various research methods and techniques used to gather consumer insights, including surveys, interview. 117- Market Segmentation: Understanding the process of dividing the consumer market into distinct groups based on their characteristics, needs, and prefer. 118- Consumer Decision-Making Process: Examining the stages that consumers go through when making purchasing decisions, including problem recognition. 119- Consumer Motivation: Understanding the underlying motives and needs that drive consumers to make specific buying decisions and how marketers can tap. 120- Consumer Perception: Exploring how consumers perceive and interpret marketing messages, products, and brands, and how these perceptions influence. 121- Introduction 122- Understanding Digital Marketing Channels: Learn about the various channels used in digital marketing and how they can be effectively utilized. 123- SEO and Content Marketing: Gain knowledge about search engine optimization (SEO) techniques and content marketing strategies to improve website visible. 124- Social Media Marketing Strategies: Explore different social media platforms and understand how to create effective marketing campaigns to engage. 125- Email Marketing and Automation: Learn the fundamentals of email marketing and automation tools to effectively communicate with customers and nurture. 126- Analytics and Data-driven Decision Making: Understand the importance of analytics in digital marketing and learn how to analyze data to make informed. 127- Mobile Marketing: Explore the world of mobile marketing and learn how to create mobile-friendly campaigns to reach and engage with smartphone users. 128- Conversion Rate Optimization: Discover techniques to optimize website design, user experience, and persuasive copywriting to increase conversion rate.

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