The purpose of having you prepare selected aspects of an environment report for a local organization is to give you experience in applying the concepts of this course to an actual business situation. When the environment remains stable, the importance of an environmental analysis is minimal. However, when faced with a dynamic environment such as has existed in recent years, the analysis of the environment and corresponding report are extremely important. An analysis of the environment is the basis for developing a business plan, for deciding on a strategy, for writing a marketing plan, and is a required component of many applications for business loans. During this decade, a firm that does not constantly monitor its environment for salient changes is more likely to find itself out of step and ultimately, out of business.
The analysis you prepare is to be written from the perspective of an outside business consultant as an objective report on the salient aspects of the organization’s environment. Do not focus on the past — that is not relevant. The report should provide insights and projection (forecasts) that would enable a management team or others in the organization to evaluate any proposed strategy within the context of its environment. The report is not to include any strategy, evaluation of strategy, or response.
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