Environmental scanning paper Essay Example | Topics and Well Written Essays - 1000 words

Environmental scanning paper - Essay Example ch corporate culture that has facilitated a certain way of dealing with the competitive environment that the corporation operates in (Kim and Yoffie, 2011). External factors to which the corporation is exposed are depicted by the existence of a very competitive culture with many retail outlets established nearly everywhere that it ventures. Since it operates on a global level, Wal-Mart has to cope with a highly diversified culture in every country that it sets up shop. To deal with the competitive nature of the market at the international platform has necessitated a marketing strategy that consists of a research and development to unlock the competitive advantage. A strong brand name at Wal-Mart has facilitated the entry of the retail chain store to set up shop easily in new markets. McDonalds is a multinational facing a greater level of diversity than a majority of the corporate world players. The human resource is a very important internal strength at McDonalds since the top management officials are specially trained at the Hamburger University in a move that ensures strategic management on all fronts. Diversity is particularly well managed at McDonalds across the diverse global market presence created at every corner of the world. The fact that the largest number of minority workers is employed at the corporation reveals the embrace to diversity that exists at McDonalds than in many other industries. Externally, the corporation feels it more important to handle the health of the consumers and the entire market with more direct caution due to the sensitivity that that the food industry has. Due to the high competition of the food industry, McDonalds needs to deal with the market pressure for sustainable operations. Firstly, the high consumer behavior and preferences attachments to the food products that consumers search in the market force the corporation to realign its product preparation, package and appeal. Secondly, there is need to assure the consumers