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Chapter 6
External Analysis
External microenvironment External macroenvironment
SPENT analysis
External Macroenvironment
Learning Objectives
Understand the meaning of the term macroenvironment Explain Ginter and Duncans mechanisms of carrying out macroenvironment analysis Describe the components of each of the SPENT influences Understand how SPENT influences are linked
SPENT Analysis
Socio-demographic Political Economic Natural environmental Technological
Macroenvironment
Macroenvironment is generally understood as the far environment (outside an organizations industry and markets)
Limitations
Complexity Speed of change Uncertainty
Fiscal policy government regulation related to taxing and spending Monetary policy government regulation of the money supply
Goods and services Production processes Information and communications Transport and distribution Society, politics and economics
SPENT Linkages
Analyze separately, but understand how they influence each other
What to Analyze
The industry in which the organization competes Markets Internal parts of an organization core competences, strategies, resources and values