This document discusses techniques for surveying and analyzing the external environment, including the PESTEL framework and scenario analysis. It describes the Environmental Threat and Opportunity Profile (ETOP) as a tool for systematically evaluating environmental information to determine significant threats and opportunities. An example ETOP is provided for an engineering company, identifying socio-economic, technological, supplier, government, and competitive factors as opportunities or threats. Finally, the Quick Environmental Scanning Technique (QUEST) is outlined as a four-step process for strategists to observe trends, speculate on issues, develop scenarios, and identify strategic options.

1. Surveying and Analysing the
Environment

2. External Environment :
1. PESTEL Framework
2. Scenario Analysis

3. Environmental Scanning Techniques
ETOP : Environmental Threat and Opportunity
Profile.
Assessment of the environmental information and determining
the relative significance of threats and opportunities require a
systematic evaluation of the information developed in the course
of environmental analysis
For this purpose, preparation of a profile of environmental
threat and opportunity is considered to be a useful device.
As a summarized depiction of the environmental factors and
their impact on future conditions the profile is a convenient
means by which attention of top management may be drawn to
the most critical areas.

4. Market environmental analysis is carried out to understand and give
quantitative measure of opportunities and threats that are impelling on the
operational space of the company
Example: ETOP of an engineering company
Environmental
Sector
Impact ( +) Opportunity / (-) Threat
Socio-Economic
(+) Continued emphasis on infrastructural development, which
includes power supply for industry, transport and domestic
consumption
(-) severe resource constraints
Technological
(+) high growth envisaged in industrial production and
technology up gradation
Supplier
(-) Sources of technology will become scarce because of the
formation of technology cartels
Government
(+) Liberalization of the technology import policy
Competition
(-) Customers will become more discerning in their
requirements due to an increasing role of power plant
consultants.
(-) The public sector will find it increasingly difficult to retain
specialists and highly qualified personnel

5. QUEST: Quest is an acronym for Quick Environmental
Scanning Technique.
Quest for environmental scanning is a four step process
1.Strategists make observation about the major events and trends in
their industry.
2.Then they speculate on a wide range of important issues that might
affect the future of their organizations by scanning the environment
broadly and comprehensively.
3. The Environmental scanner prepares a report summarizing the
major issues and their implications, and three to five scenarios
incorporating the major themes of the discussions.
4. The report and scenarios are reviewed by the group of strategists
who identify feasible strategic options to deal with the evolving
environmental conditions. The options are ranked and teams are
designated to develop strategies.

6. QUEST: Quest is an acronym for Quick Environmental
Scanning Technique.
Quest for environmental scanning is a four step process
1.Strategists make observation about the major events and trends in
their industry.
2.Then they speculate on a wide range of important issues that might
affect the future of their organizations by scanning the environment
broadly and comprehensively.
3. The Environmental scanner prepares a report summarizing the
major issues and their implications, and three to five scenarios
incorporating the major themes of the discussions.
4. The report and scenarios are reviewed by the group of strategists
who identify feasible strategic options to deal with the evolving
environmental conditions. The options are ranked and teams are
designated to develop strategies.