9_3s - ENVIRONMENTAL SCANNING Dr.M. Thenmozhi Professor...

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ENVIRONMENTAL SCANNING Dr.M. Thenmozhi Professor Department of Management Studies Indian Institute of Technology Madras Chennai 600 036 E-mail: mtm@iitm.ac.in
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SOURCES OF INFORMATION • Documentary or secondary sources - Magazines, newspaper, journals, books, trade &industry Assn. publication, Govt. Publication, Annual report of competitor company • Mass media • Internal sources - employees, files, MIS, documents
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SOURCES OF INFORMATION EXTERNAL AGENCIES - Customers, marketing intermediaries, suppliers, trade Assn., Govt. Agencies FORMAL STUDIES - Consultants, Educational Institutions, in-house • Spying & Surveillance thro’ ex employees of competitor or planting ‘moles’ in competitor company
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COMPETITIVE ENVIRONMENT SCANNING ENVIRONMENT TURBULENCE Hyper competition - Competitive intensity is high “In hyper competition, the frequency, boldness & aggressiveness of dynamic movement by the players accelerates to create a condition of constant disequilibrium and change.
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COMPETITIVE ENVIRONMENT SCANNING • Market stability is threatened by short product life cycles, short product design cycles, new technologies, frequent entry by unexpected outsiders, repositioning by incumbents and tactical redefinition market boundaries as divers industries merge. • The environment escalates toward higher & higher levels of uncertainty, dynamism, heterogeneity of • eg. Computers - cannibalize their own product
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COMPETITIVE ENVIRONMENT SCANNING ENVIRONMENTAL THREAT- Challenges posed by an unfortunate trend - lead to erosion of company’s position ENVIRONMENTAL OPPORTUNITY - an attractive arena - that company enjoys a competitive advantage
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INDUSTRIAL ENVIRONMENT Firm Relevant environment Micro environment Macro Environment Internal Environment
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COMPONENTS OF MEGA ENVIRONMENT Regulatory Economic Political Technological Social Mega Environment
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ENVIRONMENT TECHNOLOGICAL • Transportation capability • Mastery over energy • Ability to alter character of material • Mechanization of physical activities • telecommunication network SOCIAL
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9_3s - ENVIRONMENTAL SCANNING Dr.M. Thenmozhi Professor...

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