Module 3: Scanning the Market Environment
Welcome to Module Three of the Information Competence Website for Marketing.
Environmental scans provide strategic intelligence useful in determining
-- and driving -- organizational strategies. The process of scanning can
be continuous, periodic or irregular. Scans examine both, micro and macro
conditions.
A wide range of tools and business models are utilized and integrated
into the environmental scan including SWOT analysis (Strengths-Weaknesses-Opportunities-Threats),
PEST analysis (Political-Economic-Sociocultural-Technological), Porter's
Five Forces, and Industry Concentrations (HHI) to name a few.
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