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Summary Running Head: STRATEGIC PLAN, PART 1: ENVIRONMENTAL SCAN
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Strategic Plan, Part 1: Environmental Scan Krista Brown STR/581 March 3, 2017 Melany Felton
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Running Head: STRATEGIC PLAN, PART 1: ENVIRONMENTAL SCANStrategic Plan, Part 1: Environmental Scan
Krista Brown
STR/581
March 3, 2017
Melany Felton
, Running Head: STRATEGIC PLAN, PART 1: ENVIRONMENTAL SCAN
Introduction
Environmental scanning is done to accomplish two broad sets of goals: first, to
understand external forces on the organization; and second, to see threats and opportunities
and avoid surprises [Pen17]. There are typically three frequencies in which environmental
scans are done; ad hoc, scheduled, and continuous. There are important difference between
the three frequencies; ad hoc is typically in response to failure while scheduled and
continuous are a proactive effort [Pen17]. The goal of Pacific Gas and Electric Company’s
(PG&E) scanning is to identify early signals of potential changes and detect any changes that
are already under way. PG&E is aware that there is a significant relationship between
strategic environmental scanning and organization performance, therefore, they complete
environmental scans on a continuous basis.
How to create value and sustain competitive advantage using the environmental
scanning strategy
Paying strong attention to potential threats is the key to maintaining a sustainable
competitive advantage, which cannot be achieved through operational effectiveness alone.
Sustainable competitive advantage is possible only through performing similar activities in
different ways [Bab12]. Scanning and being aware of potentially new CCA’s and third party gas
providers will be crucial for PG&E to maintain their current customers for both
procurement/delivery of gas and generation/transmission of electricity. Finding to innovative
ways to deliver the current products is key to creating value and sustaining our competitive
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