The first phase in strategic management model is the environmental scanning.

In this phase, it consists of two major parts which is the external and internal environment scanning. In the external part, it consists of the societal environment which is the general forces and task environment which is the industry analysis. in the other hand, the internal part, it consist of structure which is the chain of command, the culture which is the belief, expectation and values, and finally is the resources which is the assets, skills, competencies and knowledge. This is where the tool is use; in this case PEST (EL), SWOT is use. External and Internal Scanning SWOT Analysis Strengths are internal factors that a firm may build on to develop a strategy. For example, they may include: Marketing strengths e.g. a strong brand or access to a good distribution network Financial strengths e.g. a high level of cash, access to loan capital if needed and a good credit rating Operations strengths e.g. a high level of efficiency, flexible production systems and high quality levels HRM strengths e.g. a well trained workforce, a creative and motivated workforce and good employer-employee relations (Oxford University Press, 2007)

Weaknesses are internal factors that a firm may need to protect itself against such as: Marketing weaknesses such as limited distribution, a poor product range and ineffective promotion Financial weaknesses such as high levels of borrowing and low rates of return Operational weaknesses such as old, inefficient equipment and poor quality HRM weaknesses such as a high rate of labour turnover and industrial disputes

(Oxford University Press, 2007) Managers must identify the specific strengths and weaknesses of their business and rate these according to how significant they are. They should then compare these with the external opportunities and threats identified by PESTEL analysis. This is SWOT analysis. General Forces It consists of general Economic forces, political- legal forces, sociocultural forces and technological forces in the environment. Sociocultural Forces Changes in social trends can impact on the demand for an organization's products and services and the availability and willingness of individuals to work. In the UK, for example, the population has been ageing. This has increased the costs for firms who are committed to pension payments for their employees because their staffs are living longer. The ageing population also has impact on demand. For example, demand for sheltered accommodation and medicines have increased whereas demand for toys is falling.

Economic forces These include interest rates, taxation changes, economic growth, inflation and exchange rates. As you will see throughout the "Foundations of Economics" book economic change can have a major impact on a firm's behaviour. For example, Inflation may provoke higher wage demands from employees and raise cost national income growth may boost demand for an organization's products and services. Technological forces New technologies create new products and new processes. Online banking, e- government, online discussion and video conferences are all cause by technological advances. Online shopping, bar coding and computer aided design are all improvements to the way we do business as a result of better technology. Technology can reduce costs, improve quality and lead to innovation. These developments can benefit people as well as the organisations providing the products. Political Forces These refer to government policy such as the degree of intervention in the economy. Political decisions can impact on many vital areas for business such as the education of the workforce, the health of the nation and the quality of the infrastructure of the economy such as the road and rail system (Oxford University Press, 2007). Environmental forces Environmental factors include the weather and climate change. Changes in temperature can impact on many industries. With major climate changes occurring due to global warming and with greater environmental awareness this external factor is becoming a significant issue for firms to consider. The growing desire to protect the environment is having an impact on

many industries such as the travel and transportation industries, and the general move towards more environmentally friendly products and processes. IN THE CASE OF MAMPU Globalization Globalization is a major national challenge. Various ideas and trends in results contact the advent of globalization and the borderless world has affected the political, economic, social and cultural community. The world economy is now influenced by elements of prime mover such as the use of technology information and communications technology (ICT) is widely supported by the infrastructure sound and Ubiquitous, unlimited flow of information in a world without border capital flows and the movement of tariffs and trade liberalization. This scenario is often to create a climate of uncertain and should be monitored from time to time. (MAMPU Strategic Plan 2008-2012). K-economy In this era of information, knowledge increasingly important to drive growth and people's lifestyle. Knowledge is now fundamental to the development of national economy, which also influenced the generation of economic activities in the global knowledge-based. Leveraging knowledge becomes crucial in the success of the country's mission to improve the economy of high value chain to create high income economy. This goal is supported by efforts to increase the capacity for knowledge and innovation through the development of quality human capital. K- Economy will ensure that the Malaysian economy to compete in the international arena through the economy is dynamic and productive. (MAMPU Strategic Plan 2008-2012).

Information and Communication Technology (ICT) ICT can change the way we work and the way Government agencies deal with people. ICT also allows the services are provided through various channels in a fast, efficient, effective and transparent. ICT development has proven to increase efficiency and effectiveness of public service delivery system. ICT is a strategic platform to enhance service delivery transformation process towards achieving Many Agencies, One Government. (MAMPU Strategic Plan 2008-2012). One Service, One Delivery, No Wrong Door Customers are demanding levels of public service more efficient, fast and responsive. They expect services provided by various government agencies more easily without the need for them to visit the relevant agencies. One approach to the implementation of the Service, One Delivery, No Wrong Door to enable the Government to meet the demands and expectations of the customers. (MAMPU Strategic Plan 2008-2012). GTP Government Transformation Plan is a mover and catalyst to national transformation agenda. As the transformation engine, the Transformation Program of the government has introduced a new method more daring and different in planning and implementation of programs for the people. GTP approach implemented based on a number of key principles such as participation in the best ideas, collaboration and various sectors in developing action plans and use of new methodologies. Based on these principles, this program has identified six key result areas of the urgent needs of people classified as requiring urgent solutions. MAMPU serves to support key result areas of the country that have been identified. (MAMPU Strategic Plan 2008-2012).

Rating and Competition Competition among the world's nations increases intensely. National competitiveness assessed on their ability to attract investment and trade compared with other countries especially the Asian region countries The Southeast. This challenge becomes even more apparent with the reports rating as World Competitiveness Yearbook by the Institute for Management Development, the Global Competitiveness Report by World Economic Forum and Annual Report of the World Bank's Doing Business. This report is documenting the level of competitiveness indicators based on the influence the outcome of certain investors and traders. In addition to indicators specifically related to the performance of the Public Service, the reports also make a rating based on the efficiency of business services such as licensing, regulations and laws, procurement processes and practices human resource management in the Public Service. Global standards and best practices that are world class should be the basis for the high quality service delivery. (MAMPU Strategic Plan 2008-2012). Vision 2020 Introduced in 1991, Vision 2020 brings to mind the tide of a fully developed nation by 2020.It covers all areas of economic, political, social, spiritual, psychological as well as national and social unity. Empowerment of all these areas is to achieve social justice, political stability, government effectiveness, increase quality of life, social and spiritual values, dignity, solidarity and the confidence of the people. Vision 2020 is also the aspirations expressed by the two Outline Perspective Plan (OPP), the nation's OPP2 (1991-2005) and OPP3 (2006-2020). By 2020, Malaysia would be truly developed, unified, self-reliant,

progressive and prosperous. People will enjoy a perfect life in a just society, democratic, tolerance, moral, dynamic, competitive and have high endurance. (MAMPU Strategic Plan 2008-2012).

National Mission The National Mission aims to ensure that development effort producing countries and the impact of higher performance towards achievement of Vision 2020. Framework development targets for the fifteen second year (2006-2020) is available on the realization of achieve developed nation status. Malaysia needs to implement policies and programs to enhance the ability to compete in globally; strengthening the unity and reduce racial polarization; and establish balance of income and wealth through participation which means by all parties in the process growth of productive and competitive. (MAMPU Strategic Plan 2008-2012). 1Malaysia: People First, Performance Now Government efforts to achieve Vision 2020 have further enhanced its momentum with the launch of the 1Malaysia Concept: People First, Performance Now. The 1Malaysia concept a deep meaning in terms of approach and policy changes to be done by the Government. It became a vital instrument for the government to drive national unity and stability. The 1Malaysia concept is to strengthen relations and cooperation between the various races in this country as the main weapon to face the various threats and challenges, which seeks

to undermine the well-being. Transforming the Public Sector to improve the quality of public service delivery system seems very relevant in ensuring that the needs and expectations of the people prevail. Adhering to the premise of unity in diversity, the 1Malaysia Concept built on the principles of the Constitution and Rukun Negara. (MAMPU Strategic Plan 20082012).