Running head: ENVIRONMENTAL SCAN AND SUMMARY: KUDLER FINE FOODS Environmental Scan and Summary: Kudler Fine Foods Rondell Taylor University of Phoenix February 22, 2010 Environmental Scan and Summary: Kudler Fine Foods Kudler Fine Foods is one of the most successful local upscale specialty food stores in the San Diego metropolitan area. Kathy Kudler, the founder and owner of Kudler Fine Foods, saw the need of gourmet food in the local area and used the opportunity for an upscale epicurean food shop in La Jolla (University of Phoenix, 2009).
To remain the leader and competitive in the gourmet food business, Kudler’s stores are always stocked with the finest domestic and imported food products ranging from fresh bakery to dairy products. The management team at Kudler has expressed a strong interest to grow faster and the company must consider some alternative strategies. In this paper, an environmental scan of the Kudler Fine Foods Virtual Organization will be discussed and a summary of the company’s internal and external environments will be listed. Environmental Scanning
Environmental scanning is a process of gathering, analyzing, and providing information for intentional and strategic purposes (Environmental scanning, 2009). The environmental scanning process involves gathering both accurate and biased data on the business environments in which a company is controlling or thinking about entering. There are three successful ways to scan the business environments. One way is by performing the ad-hoc scanning. This is a short term observation that is usually takes place after a crisis has occurred. Another way to scan is to do regular scanning.
Regular scanning is usually done once a calendar year. The last way to perform a scan is to do continuous scanning. Continuous scanning is done continuously over a broad range of factors. This type of scanning will be best for Kudler Fine Foods, especially if the company is trying to move forward in the industry at a rapid speed. Doing an environmental scan is a useful way to identify opportunities and challenges in the environment to determine strengths and weaknesses of a company (Lewis, Packard, & Lewis, 2007). Internal Environment
After the environmental scan, attention should be focused internally on factors that will eventually be identified as the agency’s strengths and weaknesses (Lewis, Packard, & Lewis, 2007). The process can be used along with strategic planning and help gather input from others within the company. It will help determine and influence direction and goals of the organization, and it includes the thought of both present and future factors that may have an effect on the organization. The internal environment involves looking more at the present capabilities of the organization that includes personnel, structure, infrastructure, hardware, etc.
The information found can be compared to what Kudler Fine Foods will need in the future to achieve its strategic goals. External Environment The external environment of Kudler Fine Foods is its competitors and potential customers. Organizations perform scans in the environment to better understand the external forces of change so that they may develop effective responses, which will in the future secure and improve the company’s position in the industry. The scan helps avoid surprises, identity threats and opportunities, achieve a competitive advantage, and improve and develop in the company’s planning both short and long term.
It is important for Kudler Fine Foods to know and interpret the external changes that take place in the environment. The more Kudler Fine Foods knows, the more the company grows. Conclusion Kudler’s Fine Foods wants to move forward into the industry of food. Environmental scanning is one way that will help the company establish its strengths, weaknesses, opportunities, and threats. To distinguish itself from its competition the company needs to identify the internal and external environment.
Preparing and implementing a successful plan to accomplish the organization’s goals is complicated in the presence of change. This change will be different for Kudler, but good for business. ? References (2009). Environmental scanning. Retrieved on February 21, 2010 from http://www. ask. com/wiki/Environmental_scanning Lewis, J. A. , Packard, T. , & Lewis, M. D. (2007). Management of Human Service Programs (4th ed. ). : Brooks Cole University of Phoenix, (2009), Open Resource, University of Phoenix Materials, Kudler’s Fine Foods Scenario, Retrieved on February 21, 2010.
