Is Your Organization Influenced by the Environment?

Author: Tracy O'Neill, DSL 

     Environmental scanning can provide the information needed to strategically plan for change. In a study of 20 nondiversified companies, profitability was greater when executives had an accurate perception of industry volatility. A study of 65 organizations concluded that active participation by top leaders in monitoring the external environment was associated with a more accurate perception of the market. 

When the environment is a major influence, organizations should develop intelligent systems that scan for threats and opportunities. Here are some questions likely to be important to your organization in these hard economic times:

• What do clients and customers need and want?
• What is the reaction of clients and customers to the organization’s current products and services?
• Who are the primary competitors?
• What strategies are they pursuing?
• How do competitors’ products and services compare to ourorganizations products and services?
• What events affect the acquisition of materials, energy, information, and other inputs used by our organization to conduct its operations?
• How will our organization be affected by new legislation and by government agencies that regulate its activities?
• How will new technologies affect our organization’s products, services, and operations?
• How will our organization be affected by changes in the economy?
• How will our organization be affected by changing population demographics?
• How will our organization be affected by international events?

There are several guidelines leaders can use to monitor the external environment. First, identify the relevant information that needs to be gathered. Look for timely information about specific sectors of the environment on which the organization is most dependent and for competitor performance. Second, use multiple sources of relevant information. For example, informal network contacts, journals, newsletters, trade and professional publications, and government reports can help avoid biases. Interpretations are likely to be more accurate if many people are involved in the process. Third, learn what customers want and need. Market surveys are a common source of information. Fourth, learn about the products and services of competitors. This information provides a basis for evaluating your own organization. Fifth, link environmental information to strategic plans. Use the information to measure the relevance of current goals.  continued on http://925coaching.blogspot.com/.