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Q. Explain the Concept of Environmental Scanning.

Ans: Environmental scanning  is a process by which organizations monitor their relevant environment so that they can consider the impact of different events, trends, issues, expectations on its strategic management process. Environment scanning is one component of the global environmental analysis. Environmental monitoring, environmental  forecasting  and environmental assessment complete the global environmental analysis.

Environmental scanning can also be defined as ‘the study and interpretation of the political, economic, social and technological events and trends which influence a business, an industry or even a total market’. The factors which need to be considered for environmental scanning are events, trends, issues and expectations of the different interest groups.

Importance of Environmental Scanning: Following are main importance of environment scanning :

1. Effective Utilization of Resources: In environment scanning, we find the company's strength and weakness. With these strength and weakness, company can find future risk and opportunities.  For reducing risk and getting the opportunities, company can use its resources effectively.

2. Constant Monitoring of the Enviroment: For success in business, it is very necessary to keep eye on its changing environment. With environment scanning, we can scan important updates of environment. Now, by studying these environment changes, it is very easy to find the challenging way.

Factors of Environmental Scanning: Following are main factors of environment scanning.

a)      Events: In environment scanning, business organisation study past events. Past events are the one of the important factors of environment scanning. For example, gas leakage in Bhopal union carbide factory is a past event which will helps for environment scanning.

b)      Trends: Trends also are the main factor of environment scanning. Business Organisation must see what is the trend of past event or trend of action after happening any event in past.

c)       Issues: Environment scanning also keep eye on important issue of business environment. For example, pollution is one  of important issue.

d)     Expectations of People: Business organisaion also check the expectations of peoples. For more expectations, Organisations will have to enable their product according to their expectations for surviving in business. That is the reason, why organisations are interested to know the expectations of people in environment scanning.

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