Role of the environment scanning in the organizations, Marketing Management

Role of the environment scanning in the organizations: property used environmental scanning can help to ensure organizational success. The specific organizational roles or functions to ensure their success, however, can very drastically from organizational to organizations. Three such roles are:

1.       Function oriented role: the main purpose of the function oriented environmental analysis is to improve organizational performance by providing environmental information concerning effective performance of a specific organizational functions. This type of environmental analysis is normally under taken to enhance the performance of a particular function or major organizational activity at either the corporate or the divisional level.

2.       Integrated strategic planning role: the main purpose of this kind of environmental analysis is to improve organizational performance by making top managers and the divisional managers aware of issues that arise in the firm's environment, by having a direct impact on planning and by linking corporate and divisional planning.

3.       Policy oriented role: the main purpose of a policy oriented environmental analysis is to improve organizational performance by simply keeping top management informed about major trends emerging in the environment. The policy oriented role is broadest in scope and is most loosely related to formal organizational planning. On the other hand, the function oriented role seems to be the most specifically targeted at particular organizational issues. More than the other two roles, the integrated strategic planning role seems to emphasize a close relationship between environmental analysis and the formal organizational planning.

Posted Date: 9/19/2012 3:58:01 AM | Location : United States







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