Environmental Scanning

Environmental Scanning

Paper instructions:
Environmental Scanning Paper (Google Inc) selected company to research
Introduction and Alignment
A key to success for any organization is planning. Successful planning requires that the people involved have a comprehensive understanding of their current global

business environment. Environmental scanning is a strategic assessment tool which is commonly used to establish the level of understanding needed for a successful

marketing plan. Conducting an environmental scan involves collecting pieces of external information to assist the company in focusing on the appropriate short and

long-term goals.

Upon completion of this assignment you should be able to:

Evaluate both the internal and external competitive environment of a company.
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Textbook: A Framework for Marketing Management
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Background Information
An external environmental scan is an important part of the strategic planning process. External scans can help an organization identify potential trends and/or

factors that can lead to opportunities and/or threats. Macroenvironmental factors that are external to the firm are usually categorized as demographic, economic,

social cultural, natural, technological, and political-legal.

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Examine the macroenvironmental factors for the publically traded company you selected.
Using clear, insightful critical thinking, select four of the six macroenvironmental trends: demographic, economic, social cultural, natural, technological, and/or

political-legal, and write a paper fully explain how they may affect the company.
Paper requirements:
Length: four pages.
Research requirements: five research sources. Sources must be credible and from the last five years.
Your paper should use proper spelling, grammar, and APA formatting.
If appropriate, these sources can be used in subsequent assignments. Hint: Look ahead at the topics for this series of research papers. As you conduct your

research for this paper, you will likely identify possible research sources for future papers.

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