MKTG 350: Introduction to Entrepreneurial Marketing

Conducting an Environmental Scan

Environmental Scan, an examination of the external and internal environments:

• External environment: political/legal/regulatory, economic, socio-cultural, technology, environment (PEST or PESTEL Analysis).
• Industry environment: new entrants, suppliers, buyers, product substitutes, intensity of rivalry, position of the firm in the industry (Porter's Five Forces Analysis). 
• Firm-level: strengths, weaknesses, opportunities, threats (SWOT Analysis). 

PESTEL/PEST Analysis: there are no readily available "PEST/PESTEL reports" in library databases. Best bets:

• 10-K: esp. the sections Risk Factor and MD&A. 
• IBISWorld: esp. sections like Industry Performance (esp. the Key External Drivers), Industry Outlook, Products & Markets, and Operating Conditions.
• If you're doing a PESTLE analysis for a company or industry in the United States see United States Country Profile (MarketLine via EBSCOhost).

Five Forces Analysis: 

• Business Source Premier: the MarketLine industry profiles (available on select industries) contain a Five Forces Analysis section
• IBISWorld: doesn't have an explicit Five Forces section, but many sections provide information that you can use to create your own analysis.

SWOT Analysis: The following are a list of resources to better understand SWOT: