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Global Environmental Analysis

In: The Strategy Planning Process

Author

Listed:
  • Rudolf Grünig

    (University of Fribourg)

  • Richard Kühn

    (University of Bern)

Abstract

Environmental analysis looks at all aspects that affect the company and its markets. Thanks to this analysis, an image of the current and especially of the future environmental conditions can be produced. For the vast majority of companies, the analysis is limited to the environment of a few industry markets and of a few countries. This is, for example, the case for a Swiss chocolate producer. Here, the environment of the chocolate market in Switzerland and the important export markets will be analyzed. The production conditions in Switzerland are also relevant. Large international companies such as General Electric must, however, include the environment of many industry markets and numerous countries in the analysis. This means, that big enterprises normally carry out several environmental analyses in parallel.

Suggested Citation

  • Rudolf Grünig & Richard Kühn, 2015. "Global Environmental Analysis," Springer Books, in: The Strategy Planning Process, edition 127, chapter 10, pages 89-96, Springer.
    • Handle: RePEc:spr:sprchp:978-3-662-45649-1_10
    DOI: 10.1007/978-3-662-45649-1_10
    as

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