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The External Environment: Opportunities, Threats, Industry Competition, & Competitor Analysis
The External Environment: Opportunities, Threats, Industry Competition, & Competitor Analysis
STRATEGIC
MANAGEMEN
T INPUTS
CHAPTER 3
THE EXTERNAL
ENVIRONMENT:
OPPORTUNITIES,
THREATS, INDUSTRY
COMPETITION, &
COMPETITOR ANALYSIS
Authored by:
Marta Szabo White. Ph.D
Georgia State University
THE EXTERNAL
ENVIRONMENT
A firms external environment creates:
OPPORTUNITIES
e.g., the opportunity for METRO to enter
other global markets, and
THREATS
e.g., the possibility that additional
regulations in its markets will reduce
opportunities for METRO to open more stores
G
EXTERNAL
N
ENVIRONMENT
HI
UNDERSTANDING
TC
INTERNAL
MA
ENVIRONMENT
KNOWLEDGE
VISION, MISSION,
AND STRATEGY
2013 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part, except for use as
permitted in a license distributed with a certain product or service or otherwise on a password-protected website for classroom use.
EXTERNAL ENVIRONMENTAL
ANALYSIS
External environments are:
Turbulent
Complex
Global
Uncertain
Ambiguous
Incomplete
2013 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part, except for use as
permitted in a license distributed with a certain product or service or otherwise on a password-protected website for classroom use.
EXTERNAL ENVIRONMENTAL
ANALYSIS
Firms use several sources to analyze the general
environment:
trade publications
newspapers
business publications
academic research
public polls
trade shows
suppliers
customers
employees
2013 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part, except for use as
permitted in a license distributed with a certain product or service or otherwise on a password-protected website for classroom use.
EXTERNAL ENVIRONMENTAL
ANALYSIS: MONITORING
2013 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part, except for use as
permitted in a license distributed with a certain product or service or otherwise on a password-protected website for classroom use.
EXTERNAL ENVIRONMENTAL
ANALYSIS: FORECASTING
2013 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part, except for use as
permitted in a license distributed with a certain product or service or otherwise on a password-protected website for classroom use.
EXTERNAL ENVIRONMENTAL
ANALYSIS: ASSESSING
2013 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part, except for use as
permitted in a license distributed with a certain product or service or otherwise on a password-protected website for classroom use.
COMPETITOR
ANALYSIS
COMPETITOR INTELLIGENCE
Set of data and information the firm gathers to better
understand and anticipate competitors' objectives,
strategies, assumptions, and capabilities
The ethical and legal gathering of needed information
and data that provides insight into:
What drives competitors
Shown by organization's future objectives
What the competitor is doing and can do
Revealed in organization's current strategy
What the competitor believes about the industry
Shown in organization's assumptions
What the competitors capabilities are
Shown by organization's strengths and weaknesses
2013 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part, except for use as
permitted in a license distributed with a certain product or service or otherwise on a password-protected website for classroom use.
COMPETITOR ANALYSIS
COMPONENTS
FIGURE 2.3
Competitor
Analysis
Components
2013 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part, except for use as
permitted in a license distributed with a certain product or service or otherwise on a password-protected website for classroom use.