Strategic Planning in the Small Business

Unit 2

HO 2-4 (continued)

This input and ensuing discussion

is critical and the process

of reporting

and discussion may

take some time. The final list

of

threats and opporturities

and their ratings, in conjunction

with insights

gained from historical

data, provide the environ­

mental factors the firm will

attempt to track. Information

on

these factors

is constantly gathered

and monitored.

It is im­

portant

that the business owner

realize that environmental

analysis is

a continuous on-going task.

Table 1-3 provides an

overview

of the steps in the environmental

brainstorming

process.

Sources

ofExternal Information

The small businessperson

may secure information

necessary

for environmental

analysis from a number of sources.

These

may be formal, externally

prepared reports as

presented in

Table 1-4, or informal

determinations. Whichever

type of

source is used, constant awareness,

monitoring, and openness

to environmental

shifts and fluctuations

is critical.

Table 1-4

Sources of External Information

Census Data

The Bureau of

the Census provides .,atisticson population,

hous­

ing,

and various industries for a variety

of geographical sites

ranging from the U.S. overall

to cities to census tracts and

neighborhoods.

County and City Data Book

Issued annually by

the Bureau of the Census, this offers

avariety

of state and local

information.

(Continued)

43

ChapterOne Environmental

Analysis

186