Environmental Scan

Topics: Strategic management, Wal-Mart, Management Pages: 5 (1166 words) Published: October 13, 2014

Environmental Scan


This paper will depict research of the internal and external environments of Target Corporation and Cessna Aviation Company through environmental scanning. By performing a SWOT Analysis, a resolution of the competitive advantages will be made of both companies and the strategies that they are using. The environmental scan of these organizations will include information on how each one creates value and sustainability of competitive advantages through the use of business strategy. The paper will explain the measurement guidelines that the organizations use to verify their strategic effectiveness. The paper will also explain just how effective each company's use of their measurement guidelines is.


Target Corporation is the second most successful retailing company in the United States. While the company offers services in the credit card segment, its retail segment is probably the most recognizable one. Below is an S (strengths), W (weaknesses), O (opportunities) and T (threat) analysis of the company (Mbaskool, 2014)



1. 365,000 employees 2. Well known 3. Strong customer base 4. Strong concession retailer

5. About1800 stores

6. Many subsidiaries


1. Past legal troubles affected its image

2. Weak international presence

3. Boring, no music

4. High Prices


1.Free trade

2. International expansion

3. Increase sale via internet

4. Leading product quality


1. Strong competitors 2. Government regulations

3. Environmental sustainability

(Mbaskool, 2014) Target Corporation is easily recognized by its famous red and white logo. Since its foundation in Minneapolis, Minnesota in 1902, it operates now in every state with the exception of Vermont. Unlike Wal-Mart, the company was slow expanding over the United States borders. On March 04, 2009, Target broke the trend and started to venture internationally. Financially, the company is strong and is now listed as the 36th company on the 2014 Fortune 500 report (Fortune 500, 2014). Strangely, the store is considered by many to be a boring store, for it does not play music in its stores. Meanwhile, the company has experienced difficulties preventing criminal activities such as theft on its properties. Target faces stiff competition from Wal-Mart and K-mart. A couple of allegations are threatening the reputation of the company and the products that it sells. Government regulations are targeting sales of materials containing polyvinyl Chloride. Also, in 2009, the company was slapped with a lawsuit from the 20 California District Attorneys for illegal waste dumping. The company has long been known for its high-price products. However, it achieved competitive advantage through differentiation in innovation. Target has been able to offer products with unique characteristics. Customers justify the high price with the quality and differentiation associated with the products.


For eighty years, Cessna Aircraft Company has become a pioneer in the aviation industry. Currently Cessna is a subsidiary of Textron, which acquired Cessna in 1992. The focus is Cessna growing to become the largest aircraft manufacture developing more aircraft in the air than any competitor. The start of Cessna began with Clyde Cessna developing the desire to fly in 1911. Cessna began operation as the founder in 1927 building the Cessna A-series. Innovation fueled Clyde Cessna to continue to develop and remain aggressive in manufacturing aircraft until retiring in 1936. The obstacles Clyde set forth to overcome were many and through the process many resources became allies through the further development of powered aircraft (Cessna, About, 2012). Through the start of manufacturing Clyde Cessna had a main strength to enter the aviation field, which is the desire to fly. The other strengths...

References: Carpenter, M. A., & Sanders, W. G. (2009). Strategic management: A dynamic perspective concepts and cases (2nd ed.). Upper Saddle River, NJ: Pearson/Prentice Hall.
Cessna (2011). News Releases. Retrieved from
Cessna (2012). About Cessna. Retrieved from http://www.cessna.com/
Fortune (2014). Fortune 500 2014. Retrieved from: http://fortune.com/fortune500/unitedhealth-group-incorporated-14/
Mbaskool (2104). SWOT Analysis of Target Corporation. Retrieved from http://www.mbaskool.com/brandguide/lifestyle-and-retail/4911-target-corporation.html
Wheelen, T. L., & Hunger, D. (2010). _Concepts in Strategic Management and Business Policy: Achieving Sustainability_ (12th ed.). Upper Saddle River, NJ: Pearson/Prentice Hall.
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