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.
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Grünig, R., Kühn, R. (2015). Global Environmental Analysis. In: The Strategy Planning Process. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-662-45649-1_10
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DOI: https://doi.org/10.1007/978-3-662-45649-1_10
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