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MKTG 350: Introduction to Entrepreneurial Marketing

This research guide was designed for Claudia Barrulas Yefremain's F2020 MKTG 350 Course

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


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