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Environmental Analysis

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Environmental Analysis
การวิเคราะห์ สภาพแวดล้อม (Environmental Analysis) โดย อ.นิรมล พรมนิล สภาพแวดล้อมขององค์กรประกอบด้วย • สภาพแวดล้อมภายนอก (External environment) ต้องวิเคราะห์ดงนี้ ั General environment • เศรษฐกิจ ตาราง EFAS • สังคม วัฒนธรรม • การเมือง การปกครอง กฎหมาย ทราบโอกาส และ • เทคโนโลยี อุปสรรคขององค์กร Competitive environment • Five Force Model o การเข้ามาของคู่แข่งขัยรายใหม่ o คู่แข่งขัน ตาราง ICFAS o ลูกค้า o ผูขายวัตถุดิบ ้ o สิ นค้าทดแทน • สภาพแวดล้อมภายใน(Internal environment) มีเครื่ องมือหลายตัวในการวิเคราะห์ สามารถเลือกใช้ตวใดตัวหนึ่ง หรื อใช้หลายตัวก็ได้ ั Functional Analysis • การตลาด • การเงิน ทราบจุดแข็ง และ • การผลิต/การดําเนินงาน จุดอ่อนขององค์กร ตาราง IFAS • การจัดการทรัพยากรมนุษย์ • การวิจยและพัฒนา ั • การจัดการ Value Chain 7s Frame work หลังจากทําการวิเคราะห์สภาพแวดล้อมทั้งภายในและภายนอกองค์กรแล้

วขั้นตอนต่อไปคือ การประเมินสถานการณ์ ซึ่งเรี ยงว่า TOWS Matrix และจัดทําตาราง EFAS ICFAS และ IFAS
Principles of Tourism Business Management 1

การวิเคราะห์สภาพแวดล้อมภายนอกองค์กร (External Environment Analysis) การวิเคราะห์สภาพแวดล้อมภายนอกองค์กร ก่อนที่องค์กรจะกําหนดกลยุทธ์ จะต้องตรวจสอบสภาพแวดล้อมภายนอกองค์กร เพื่อประเมิน โอกาส (Opportunities) และข้อจํากัดหรื ออุ ปสรรค (Threats) การตรวจสอบสภาพแวดล้อม ภายนอก คือ การประเมิน แจกแจงและวิเคราะห์ขอมูลข่าวสารจากสภาพแวดล้อมภายนอกให้แก่ผบริ

หาร ้ ู้ และบุคลากรภายในองค์กรได้รับทราบ สภาวะแวดล้อมภายนอกที่องค์กรจะวิเคราะห์น้ นประกอบด้วยทั้งปัจจัยภายนอกที่เกี่ยวข้องกับ ั องค์กรโดยตรง หรื อสภาวะแวดล้อมทางการแข่งขันหรื อ สภาวะแวดล้อมทางอุตสาหกรรม (Competitive or Industry Environment) ได้แก่ ลูกค้า ผูถือหุน คู่แข่งขัน ผูจดจําหน่าย ผูจดหาวัตถุดิบ ้ ้ ้ั ้ั เป็ นต้น และที่ไม่เกี่ยวข้องโดยตรงแต่ก่อให้เกิดโอกาสและข้อจํากัดแก่อง

ค์กรนั้น หรื อ สภาวะ แวดล้อมโดยทัวไป (General Environment) ได้แก่ ปั จจัยด้านเศรษฐกิจ สังคม การเมือง กฎหมาย การค้า ่ ่ เทคโนโลยี วัฒนธรรม ซึ่งการเปลี่ยนแปลงของปั จจัยภายนอกไม่วาจะเป็ นปัจจัยที่เกี่ยวข้องกับองค์กร โดยตรงหรื อไม่ ย่อมส่ งผลให้เกิดโอกาสหรื อข้อจํากัดต่อองค์กร

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