An external analysis involves the collection of information, its actual analysis and the final elaboration of relevant conclusions. Below are the general points from which to collect information. This information should be able to answer essential questions about the environment of our organization. Likewise, depending on each initiative, there will be many more specific questions related to that aspect that we will have to answer.
Economic Environment.
Political Environment.
Social Environment.
Cultural Environment.
Ecological Environment.
Technological Environment.
Competitive Environment.
System Environment.
This last point, called the System Environment, will collect the data and the analysis of the forces of the System described by Mario Conde in his book “The System”. It is important to pay attention to the different forces of the system in order to subsequently assess their influence on our project and organization. For some time now I have liked to include it in business plans and strategic marketing plans, since if “The System” does not agree with your project and you raise it, its forces can get you out of the way in a flash.
Marketing Consultant - Strategic Marketing - German Pineiro Vazquez German Pineiro's BlogOnce all the information we have grouped in the previous sections has been collected, grouped and thoroughly analysed, we will be ready to carry out the final analysis of all the data to finally express it as conclusions in a "Historical, Causal and Projective Analysis".
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I would like to stress again the importance of carrying out a good external analysis (environmental analysis) as the first step in making good planning. If we do not know where we are moving, we will have a hard time defining how far we can go and the paths we must follow.
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