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1、Chapier3:TheExternalAvsessniefKCHAPTER3THEEXTERNA1.ASSESSMENTCHAPTEROUT1.INE TheNatureofanExternalAudit TheIiMiustrialOrganization(I/O)View EconomicForces Social.Cultural.Demographic,andNaturalEnvironmentForces Political.Governmental,and1.egalForces TcchnologiailForces CompetitiveForces CompetitiveA
2、nalysis:Porter*sFive-ForcesModel SourcesofExternalInlbniialion ForecastingTlsandTcxhniques IndustiyAnalysis:TlieExternalFactorEvaluation(EFE)Matrix TheCompetitiveProfileMatrix(CPM)CHAIyIEROBJECTIVES.AlterMudyingthischapter,youshouldbeableiodotheiblloving:1. Describehowloconductanex(emalstrategic-nun
3、age11enlalit.34567892. DiscussIO11vjorexternalforcesthataffectOrganiZations:economic,social,cultural,demographic,cnvironnnlal.politicalgovernmental,legal,technological,andcompetitive.Identifykeysourcesofexternalinibmution.includingtheInternet.Discussimportanforecastingtoolsusedinstrategicmanagement.
4、Discussdieimportanceofmonitoringexternaltrendsandevents.ExplainhwtodevelopanEFEMatrix.ExplainhowtodevelopaCompetitiveProfileMatrix.Discusstheimportanceofgatheringcompetitiveintelligence.DescribethetrendtowardcperationanongCOmpelitOis.1().Discussmark式commonalityandresourcesimilarityinrelationocompeti
5、tiveanalysis.44CHAPTEROVERVIEWChapter3examinesthe100kandconceptsneededtoconductanexternalstrategic-managementaudit(sometimescalledenvironmentalscanningorindustryanalysis).AnexternalauditfocusesonidenlityingandevaluatingtrendsandevenInbcyorlthecontrolofasinglefl11n,suchaxincreasedfi)rcignCompelition,
6、populationshiftstotheSunBdl,anagingsg11phic.andnaturalenvironmentforces;(3)politicalgovemnnial.andlegalforces:(4)technologicalforces;and(5)competitiveforces.2. Relationsa11MngtheseforcesalanOrganizatiOnaredepictedinFigure3-2.ExternalIrendSatleventssignificantlyaffectallproducts,sen,ices.naAes.andorg
7、anizationsintheworld.Chapcer3:TheExiemalAen(3. ChangesinexternalforcestranslateintochangesinconsumerUenIandfixbothindustrialandconsumerproductsandservices.AnexampleofthisistheriseoflhcU.S.UnemploynientrateinJune2009toover9percent.B. TheProcessofPertbnninganExternalAudit1. TbCprocessofcrlb11ninganext
8、ernalauditmustinvolveasmanymanagersantiemployeesaspossible.Asemphasizedinearlierchapters,involvementintheStraiegiumanagememprocesscanleadtounderstandingandcommitmentfromorganizationalmembers.2. ToPerHwinanexternalaudit,acompanyfirstInUSIgatherCoinpetiliveinlelligenceandinlbmationaboutsocial,cultural
9、,dc11)g11phic.CnVironInCntai.economic,political,legal,governmental,andtechnologicaltrends.a. IndividualsCanbeaskedtomonitorvarioussourcesofinfixmationsuchaskeymagazines,tradejournals,andnewspapers.h. ThCIntenielisanothersourcelrgatheringSlralegicinIbnnalion,asarccorporate,university,andpubliclibrari
10、es.i. Suppliers,distributors,salespersons,customers,andcompetitorsrepresentothersourcesofvitalinib11ation.3. Onceinl()nnalionisgalhercd,ilshouldbeassimilated,evaluatal,andprioritized.4. Keyexternalfactorsshouldbeimportanttoachievinglongtermandannualobjectives,measurable,applicabletoallcompetingfirms
11、,andhierarchicalinthesensethatsomewillpertainto(heoverallcompanywhileotherswillbemorenarrowlyfocused.TeachingTip:Manyorganizationsarcscramblingtocollectinformationabouthow(oconductbusinessontheInternet.Thefollowingisalistofthepremiermagazinesthatarcavailableonlinethatfocusone-commerceandtheInternet. MoneyMagazine:htnx)n.connagazine!noneynag TheIndustryStandard
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