Why are environmental scanning and analysis important to marketers?

Environment scanning is an analysis of environmental factors needed to run a business and serve consumers based on their needs. 

Environmental scanning and analysis is an important process in today's dynamic business world:

• It helps the marketer to collect data from the market and other competitors and carefully analyze them to gain an edge over their nearest competitors. 
• It helps in grabbing the opportunities in the market and developing strategies to overcome the threats. 
• It helps to judge the changes in the condition of the business environment. Thus marketers can keep updating their current marketing strategies based on it.