Planned strategies are termed intended strategies, and when realised they are termed deliberate
strategies.
Intended strategies that fall by the wayside and are not realised are termed unrealized or abandoned
strategies.
Strategies that are not explicitly intended, are unplanned and emerge over time, often because of
changing environments or competitive circumstances, are termed emergent strategies.
If emergent strategies are realised, they become deliberate strategies together with realised intended
strategies.
Question 2
Explain the strategic importance of analysing the external environment and critically discuss the
various methods for external environment analysis.
Chapter 5 & Lesson 4
The external environment is made up of two major components the market environment and the
remote or macro environment. Organisations operate in an open system and therefore these areas are
outside of the control of the organisation (internal or micro environment) and it is strategically
important for any organisation to analyse these two environments to determine any opportunities to
explore or threats to avoid.
Two levels of analysis of the macro-environment that will influence the organisation’s strategic direction
and strategic actions are:
1. An analysis of the remote environment
a. The module used for this is PESTLE(G)
b. The Variables/factors to analyse are:
(P)olitical
(E)conomic
(S)ocio-cultural
(T)echnological
(L)egal
(E)nvironmental
(G)lobal – Trends are summarised in Table 5.2
2
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