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SOURCES OF INFORMATION. Documentary or secondary sources- Magazines, newspaper, journals, books, trade
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1. ENVIRONMENTAL SCANNINGDr.M. Thenmozhi ProfessorDepartment of Management StudiesIndian Institute of Technology MadrasChennai 600 036E-mail: mtm@iitm.ac.in
2. 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
3. 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
4. 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.
5. 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 players & hostility
eg. Computers - cannibalize their own product
6.
COMPETITIVE ENVIRONMENT SCANNING
ENVIRONMENTAL THREAT- Challenges posed by an unfortunate trend - lead to erosion of companys position
ENVIRONMENTAL OPPORTUNITY - an attractive arena - that company enjoys a competitive advantage
7. INDUSTRIAL ENVIRONMENT