(3)CompeGGve

Intelligence (4)Environmental ForecasGng:

Define and understand a firms industry
Identify rivals strengths and weaknesses
Intelligence gathering (data)
Interpretation of intelligence data
Helps a firm avoid surprises
Scenario analysis
involves experts detailed assessments of
societal trends, economics, politics,
technology, or other dimensions of the
external environment

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SWOT Analysis The General Environment

Firms strategy must: Factors external to an industry, usually beyond a

firms control
Build on its strengths
Remedy the weaknesses or work around them 1. Demographic 4. Technological
Take advantage of the opportunities presented 2. Sociocultural 5. Economic
by the environment
3. Legal/Political 6. Global
Protect the firm from threats

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