ENVIRONMENTAL SCANNING DAN INDUSTRY ANALYSIS SEBAGAI DASAR KEUNGGULAN KOMPETITIF PERUSAHAAN DALAM MENGHADAPI KETIDAKPASTIAN LINGKUNGAN BISNIS

Abstract

The modern business environment is undergoing changes that are increasingly complex, dynamic, and difficult to predict. This condition requires companies to have the ability to identify external changes quickly and accurately. This study aims to analyze the importance of environmental scanning and industry analysis as strategic instruments in maintaining a company's competitiveness. The method used is a literature study with a descriptive-analytical approach based on Chapter 4 of Strategic Management and Business Policy by Wheelen and Hunger. The results of the study indicate that environmental scanning helps organizations identify opportunities and threats through the analysis of natural, societal, and task environments. Meanwhile, industry analysis through Porter’s Five Forces model helps companies understand the intensity of industry competition. The integration of these two approaches has proven to be important in formulating adaptive strategies, making long-term decisions, and creating sustainable competitive advantage.