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The focus of this analysis will conform to the guidance provided by Rhodes and Keogan who note that, "External environmental analysis involves examination of opportunities and threats, competitive stance, political, economic, social and technological influences, and relations with stakeholders among others" (2005, p. 123). Some of the methods that can be used to accomplish the external environmental analysis of Southwest Airlines include a PEST, Porter's Five Forces, scenario planning and stakeholder mapping (Rhodes & Keogan, 2005).
Sources expected to perform an internal environmental analysis
In contrast to the external environmental analysis, the internal environmental analysis of Southwest Airlines will focus on the organization's status, strengths, and critical issues (Bower, 2003). To achieve this analysis, sources such as the company's quarterly and annual filings with the Securities and Exchange Commission will be reviewed, as well as Southwest's print and online versions of its organizational vision, mission,...
& Rafiq, M. (2005). Internal marketing: Tools and concepts for customer-focused management. Boston: Elsevier Butterworth Heinemann.
Bower, D.F. (2003, Winter). A practical guide for the busy administrator. Journal of Staff
Development, 24(1), 80.
Bowonder, B., Dambal, a., Kumar, S. & Shirodkar, a. (2010). Innovation strategies for creating competitive advantage. Research Technology Management, 53(3), 19-20.
Morrison, J.L. (1992). Environmental scanning. In M.A. Whitely, J.D. Porter, and R.H.
Fenske (Eds.), a primer for new institutional researchers (pp. 86-99). Tallahassee,
Florida: The Association for Institutional Research.
Rhodes, M.L. & Keogan, J.F. (2005). Strategic choice in the non-profit sector: Modeling the dimensions of strategy. Irish Journal of Management, 26(1), 122-123.
References
Ahmed, P.K. & Rafiq, M. (2005). Internal marketing: Tools and concepts for customer-focused management. Boston: Elsevier Butterworth Heinemann.
Bower, D.F. (2003, Winter). A practical guide for the busy administrator. Journal of Staff
Development, 24(1), 80.
Bowonder, B., Dambal, a., Kumar, S. & Shirodkar, a. (2010). Innovation strategies for creating competitive advantage. Research Technology Management, 53(3), 19-20.
Reviving a Company: How to Bring New Life to a Mature Business An Independent Learning Project Poly-Metal Finishing, Inc. is a company that has had a successful history of more than thirty years in the metal-working industry, providing complete anodic service to the aerospace, military and commercial sectors. I have worked for this company for eight years and am now part of the management team. With a change in management has come the
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