“In a world of constant change, strategy is redundant. What

First of all it is useful to understand the concept of environment and explain how and why it is vital for a company to be aware of it and to take appropriate steps. The idea of a strategy being important to a company should also be emphasised along with the prerequisites to establish the strategy.

First of all it is a fact the companies are constantly interacting with their environment. They try to satisfy customer demand by adapting to them, they respect the laws when operating and they may suffer when the economy is not going well.

There is thus a relation between a business and its environment.

There are two major external forces which may have an influence over a company´

There are thus many examples of changes which may occur and which will undoubtedly affect companies. This is especially true nowadays this unstable world we are living in, with wars or the threat of terrorism. These may have an impact on the economy : indeed Sept 11th lead to a drop in tourism and a recession of the airline industry. As said previously these changes are not always predictable and companies need to be ready to react effectively to these.

Once the goals are set and the company knows where it wants to be heading, it must plan a strategy. This indeed is the means to the objectives set. It should be a set of appropriate steps taken by the company and which will lead to its goals.

Another method which enables a company to analyse its environment is the SWOT analysis. This actually enables an analysis of the company itself (through the Strengths and Weaknesses) as well as of the environment (Opportunities and Threats). The Opportunities may relate to new markets which are not exploited, technological progress leading to new products… In other words it is concerned with both the macro environment and the industry. The Threats implies any strong competitor present in the industry or the emergence of new substitutes.

Some topics in this essay:
, British Airways, Threats Opportunities, Air France, Danone Cadburies, Kazaa Indeed, United Britain, industry company, company aware, environment industry, macro environment, macro environment industry, Paris Brussels, Strengths Weaknesses, external force, customer demand, business environment, strengths weaknesses, appropriate steps, example change occur, environment industry company, changes lifestyles concerns, british airways, force internal force,