tailieunhanh - SM0495 BUSINESS ENVIRONMENT AND STRATEGIC MANAGEMENT

Research In Motion (RIM) Ltd. was incorporated in 1984 by Michael Lazaridis and Douglas Fregin in Waterloo, Ontario, Canada under the Ontario Business Corporations Act. RIM is engaged in the research, design, manufacture and sale of wireless and is a global leader in wireless innovation, revolutionized the mobile industry with the introduction of the BlackBerry solution in 1999. (Euromonitor, 2011) | To analyse the factors and trends of the macro environment, PESTEL framework is considered as the good one which is also the traditional analytical tool to investigate the factors affect on the outside organization in big scale and also to identify and explain the future’s opportunities and threats of an industry. However, this framework is considered that have some limitations as Burt et al (2006) discussed that the six categories included in PESTEL such as the categories of Political – Economic – Socio Cultural – Technological – Environment and Legal are broad and not generic or specific applicable to the analysis of the environment outside the organization. Furthermore, in personally, I find PESTEL simply as a list making exercise, hard to predict future, outcome not really accurate, it should be more than 6 categories and much date need to be consider, the requirements of selecting the key issues from threats/ opportunities to conclude the analysis with the continuously changing of macro – environment. The alternative frameworks for PESTEL can be a scenario planning and SPENT according to the suggestion of Campbell (2002).

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