This 12 page paper is written in three parts. The first part of the paper looks at environmental scanning, considering what it is, how it can be undertaken and why it is important to a firm, with particular interest paid to the marketing functions. The second part of the paper examines EMI, looking at the macro and micro influences and then presenting a SWOT analysis. The last part of the paper proposes China as a new country that EMI should enter, justifying the assertion and suggesting a method of entry through a joint partnership. The bibliography cites 10 sources.
Name of Research Paper File: TS14_TEenvscanEMI.rtf
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as more targeted planning such as marketing. From a marketing perspective any company needs to understand the position of the market, the way its competitors are seeking to gain business,
the influences that are likely to impact on business and influences that may impact on the purchase process. There are a large number of influences that can be important. One
approach that is often used is that of environmental scanning. Kelly (1983), argues that the environment is "the single most important contribution of strategic planning to institutional decision-making". In order
to appreciate the importance of environmental scanning it is necessary to define what it is so that its importance can be assessed in the context marketing. Environmental scanning is defined
by Brown and Weiner (1985) as "a kind of radar to scan the world systematically and signal the new, the unexpected, the major and the minor". Aguilar (1967) has studied
the way the information is gathered by managers concerning the external environment notes that is undertaken in order to reduce the level of randomness of the information coming into the
organisation and to provide an early warning to management of any external changes to market conditions. It is understandable that company needs the information about the market launch compete
effectively. Coates (1985) looked at this in more detail, but the practice of information needs to be undertaken with specific goals or objectives.
Four goals have been identified; the first is the detection of macro factors such as scientific, technical, economic, social and political events or trends that will have an impact
on the organisation. It may be argued that these factors may be highly correlated with the use of the PEST analysis, which provides a framework for the analysis of the
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