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Environmental scanning

“How can you govern a country which has 245 varieties of cheese? ” Charles de Gaulle. This is a term that Francis Aguilar a professor at the University of Harvard came up with in the mid 1960’s to explain the actions of collecting information and watching and monitoring competitor companies and analyzing the external markets. According to Mafrica and Mason (2004), an environmental scan is part of strategic analysis process that has components of both external and internal elements. It is also good to note that all these components and elements interrelate. Basically organizations and companies use environmental scans to project on the future directions, objectives, and both long term and short term trends that will influence the organizations performance….