Marketing Management

1. Pamantasan ng Cabuyao
Katapatan Subdivision, Banay-banay, Cabuyao, Laguna
Graduate School and Continuing Professional Education
NERICA BARRIENTOS-MANASAN
GS_MBA-01
Dr. Niño J. Viñas
Case Study #5
A MODEL FOR ENTERPRISES’ ENVIRONMENTAL SCANNING
Professor PhD Tudor NISTORESCU Assistant professor PhD Cătălin Mihail BARBU
University of Craiova
Abstract:
Today’s environment determines companies to use scanning activities in order to seize the
opportunities and to avoid the threats. Individual factors and organizational factors
influence the scanning behavior. The examination of the environment can be presented in
a model based on environment analyzability and organizational intrusiveness.
Reference:
http://www.mnmk.ro/documents/2006/2006-4.pdf

2. Pamantasan ng Cabuyao
Katapatan Subdivision, Banay-banay, Cabuyao, Laguna
Graduate School and Continuing Professional Education
DIGESTED CASE STUDY
Facts of the Study:
Environmental scanning is influenced by a variety of factors. Many factors
influence environmental scanning behavior, which can be divided into two categories:
individual factors and organizational factors. Individual factors primarily concern attitudes
toward information and exposure to information.
The importance that the subject of information places on this activity is reflected in
his or her attitude toward information. It entails managers' responsibility for environmental
scanning as well as their communication skills. According to the findings of the studies,
managers see environmental scanning as a combination of personal monitoring and
information dissemination to colleagues.
The frequency of contacts with well-informed people or sources with high potential
is reflected in the exposure to information. The degree of openness of the organization
determines information exposure: the activity performed by some enterprises provides
more opportunities to interact with well-informed individuals. Furthermore, exposure
varies depending on the function of the enterprise: the marketing vice-president receives
more information than the financial vice-president or the administrative vice-president. The
exposure to information also varies in accordance with information climate of the
respective organization, which differs in rapport with the condition of access and utilization
of information by the employees.
Issues:
The question is whether a formal process of environmental scanning leads to an
improvement in the economic activities of enterprises. Many studies have found a direct
link between the two elements. The scanning activity cannot have sound effects if it is
carried out in isolation; the surveillance must be linked to the firm's strategy. A positive
outcome is that this has resulted in a discussion forum between the members of the
enterprises about the future.

3. Pamantasan ng Cabuyao
Katapatan Subdivision, Banay-banay, Cabuyao, Laguna
Graduate School and Continuing Professional Education
The information obtained as a result of the scanning and analysis process is widely
used in strategic planning activities by businesses and government agencies.
Resolutions:
Environment conditioned scanning occurs when a company considers the
environment to be analyzable but has a passive attitude toward information gathering and
environmental influence. The information requirement is made up of a small number of
elements that are thought to be the most interesting for the firm. Internal and external
sources are used to search for information, such as internal reports, databases, and sectoral
analyses. The examination is limited in this case because it refers to searching documents,
reports, publications, and informational systems that have appeared over time.
Because the environment is thought to be known, the need for vagueness reduction
is reduced. Regarding this examination, the results are based on prerequisites, so that the
firm has several precise conceptions about the external environment that are accepted by
all economic field participants. The decision-making process is frequently standardized:
the vast majority of decisions are organized in accordance with previous standard results.
Realizing an action course is a sequential process: the firm's management decides
the direction, and if that direction does not work, it is changed. As a result, the firm's
management approaches a new type of behavior and establishes new goals and methods.