In earlier chapters we saw that organisations need to satisfy their key stakeholders. Organisations do this by setting objectives. If these objectives are achieved the stakeholders will be kept happy.
Once these objectives are set, the organisation then needs to decide how to meet the objectives. It is important that the organisation considers what is going on in the outside world.
The business environment is the world in which the organisation operates. There will be factors which might make some strategies more or less likely to succeed.
There are a number of factors which will affect all organisations in the same industry in similar ways.
These methods look at what might happen (scenarios) and then decide what the organisation should do if they occur. They are particularly useful when two possibilities cannot both occur.
