2. PERFORM EXTERNAL AUDIT

Called environmental scanning or industry analysis, The external assessment focus on identify and evaluate trend and events, whence reveals key opportunities and threats confronting an organization. The purpose of an external audit is to develop a finite list of opportunities that could benefit a firm. Understand and be aware about what is happening in the industry is very important for getting and keeping  competitive advantage.

Is vital identify and evaluate factors beyond the control of an single firm, such as:
• Economic Forces
• Social, Natural, Demographic And Environmental Forces
• Political, Governmental And Legal Forces
• Tecnological Forces
• Competitive Forces
 

Michael Porter contend that “organizational performance will be primarily determined by industry forces.”