FACULTY OF BUSINESS

ACCOUNTING SCHOOL

ACADEMIC REPORT

COURSE:

Management and strategic prospective

AUTHOR:

Villegas Sánchez, Raúl Alonso

TEACHER:

Olaya León, Rafael Ángel

Chiclayo - Perú

(2024)

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I. INTRODUCTION:

External evaluation is a systematic and objective process that analyzes

the environment of an organization, and thus can associate factors that
affected its current and future performance. It is carried out from an
external perspective, that is, by outside people or entities, which allows
obtaining an impartial view free of internal biases.

The main objectives of the external evaluation are, the analysis of the
environment allows the discovery of new business opportunities,
emerging markets, technological trends or changes in satisfaction, which
the organization can take advantage of to improve its competitiveness.

It is important to know the potential external negative aspects that can

affect the organization, such as the arrival of new companies in the
market, substitutions in regulations, economic crises or natural disasters.

The external evaluation helps us understand the best environment in

which the company operates, which is essential to make correct strategic
decisions.

By knowing its internal aspects compared to the environment, the

company can take measures to improve its competitive position. It
provides relevant information for making strategic decisions, allowing the
organization to assimilate changes in the environment and be effective
with the opportunities that arise. By identifying potential threats, the
organization can take steps to prevent them or mitigate their effects. It
allows the organization to compare itself with its competitors and take
steps to improve its position in the market. Promote a culture that values
​environmental analysis and adaptation to change.

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II. DEVELOPMENT:

The key elements of external evaluation are, It includes economic, social,

political, technological, environmental and legal factors that may affect
the organization.

It focuses on examining the characteristics of the industry in which the

organization operates, including its direct and indirect competitors,
products or services, strategies, barriers to entry, competition, business
trends and prospects.

Study the needs, preferences and behaviors of current and potential

customers. Clearly establish the objectives of the evaluation, which will
allow you to focus the analysis and collect the appropriate information.
Seek relevant information about the general environment, the
competitive environment, the sector and customers.

Various sources can be used, such as market reports, specialized

publications, databases, interviews with experts and customer surveys.
Organize and analyze collected information to identify patterns, trends,
and potential opportunities or threats.
Interpret the results of the analysis and evaluate its impact on the
organization. Present the results of the evaluation to the organization's
stakeholders, including recommendations for decision making.

External evaluation is a fundamental tool for the success of any

organization. It allows you to understand the environment in which you
develop, identify opportunities and threats, and make sound strategic
decisions to improve your competitiveness and achieve your objectives.

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Mas (2022), the contributions of Michael Porter will be discussed, such
as the Five Forces Model, Porter developed the Five Forces Model, a
key tool to analyze the attractiveness of companies and understand the
competitive forces they face . The model includes competition among
existing competitors, the threat of new competitors, the bargaining power
of suppliers, the bargaining power of buyers, and the threat of substitute
products or services.

In Competitive Advantage, Porter introduced the concept of competitive

advantage, which refers to the company's ability to maintain a superior
position in the market and achieve better results than its competitors.
Porter identified two types of competitive advantage: cost leadership and
differentiation.

In General Strategies, Porter proposed three general strategies that

companies can pursue to achieve competitive advantage: cost
leadership, differentiation, and focus. Each strategy requires the
company to take specific actions to be successful.

Value Chain Porter developed the concept of value chain, a tool for
analyzing a company's internal processes and how these processes
create value for customers. The value chain includes primary functions
such as internal operations, operations, external operations, marketing
and sales, and customer service, as well as supporting functions such as
infrastructure, human resources, technical development, and sales.

According to Lucas (2020), Porter's ideas have had a significant impact

on the practice of business management. Its tools and frameworks are
used by companies around the world to analyze their industries, develop
competitive strategies and make sound strategic decisions. Porter is
considered one of the most influential thinkers in the field of business
strategy and his work has contributed to improving the competitiveness
of companies around the world.

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Giraldo (2022) highlights the importance of PESTEL, which analyzes the
macroenvironment of a company, considering political, economic,
social/sociocultural, technological, environmental and legal factors. It
helps understand how broad, external forces can affect an organization.

Espinoza (2020) analyzes Porter's five forces, which focus on the

competitive environment of an industry. It identifies five main factors that
affect competition: threat of new entrants, market power of buyers,
market power of suppliers, threat of substitute products or services, and
competition among competitors. Porter's Five Forces is a strategic
analysis framework developed by Michael Porter in 1979 to evaluate the
attractiveness of companies and the competitive position of companies
within them. The model shows the five main factors that influence the
profitability and success of the company.

Hidalgo (2021) PESTEL is an acronym for analysis of socioeconomic

problems that affect organizations. These factors are outside the control
of the organization and can have a significant impact on the
organization's performance. Analyzing this through the PESTEL
framework will help you identify opportunities and threats. The PESTEL
categories are political, economic, social, technological, environmental
and legal.

Flores (2023) states that politics includes laws, regulations, government

policies, political stability, and international relations. For example:
changes in tax policies, stricter environmental regulations and
international trade agreements.

According to Mediana (2020), economic factors include factors such as

interest rates, inflation, unemployment, economic growth, exchange
rates, and credit availability. Examples: economic recession, increase in
raw material prices, currency fluctuations.

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Buye (2021) tells us that in the social factor (Social): It covers aspects
such as demographic trends, lifestyles, cultural values, education,
standard of living and attitudes towards health and the environment.
Examples: aging population, greater awareness of sustainable
consumption, increased demand for health services.

Flórez (2023) tells us that in the technological factor, it refers to

technological advances, investment in study, the availability of new
technologies and technological obsolescence. Examples: development of
artificial intelligence, process automation, increase in electronic
commerce.

Fajardo (2024) describes to us that the environmental factor includes

factors such as climate change, pollution, scarcity of natural resources,
environmental regulations and ecological awareness. Examples:
increased regulations on carbon emissions, water shortages, increased
demand for green products.

According to Bou (2023), legal issues include labor law, consumer

protection law, intellectual property law, health and safety law, and
commercial law. For example: changes in intellectual property laws, new
data security laws and increased labor requirements.

Beltrán (2020) tells us about the use of pestel and how to use it, first
Identify the relevant factors, Evaluate the impact and Develop strategies.

Martínez (2020) Michael E. Porter is an American academic known

internationally for his contributions to business strategy. He is a professor
at Harvard Business School and director of the Institute for Strategy and
Competitiveness. Porter is the author of several best-selling books,
including "Competitive Strategy," "Competitive Advantage," and "The
Competitive Advantage of Nations." His ideas have had a significant
impact on the way companies develop and manage strategies.

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III. CONCLUSION:

PESTEL analysis is a fundamental tool for understanding the macro

environment in which a company operates. By identifying and evaluating
political, economic, social, technological, environmental and legal factors,
companies can obtain a complete view of the potential opportunities and
threats that could affect their success, a synthesis of the key aspects to
consider when making a conclusion of the PESTEL analysis.

Identify the most relevant factors, not all PESTEL factors will have the
same impact on all companies. It is important to identify the factors that
are most relevant to the company in question and analyze them in depth.

Evaluate the impact of each factor:** Each PESTEL factor can have a
positive or negative impact on the company. It is important to evaluate
the magnitude and probability of each impact to understand the risk or
opportunity it represents.

Identify opportunities and threats: PESTEL analysis can help identify

both opportunities and threats to the company. Opportunities can be
exploited to improve performance, while threats must be mitigated to
reduce their negative impact.

Develop strategies based on the information obtained from the PESTEL

analysis, companies can develop strategies to take advantage of
opportunities and mitigate threats. These strategies may include changes
to the business model, product or service offering, operations, or
marketing strategies.

Monitor the environment, so it is important to monitor PESTEL factors

continuously. This will allow companies to identify new risks and
opportunities and adjust their strategies accordingly.

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IV. BIBLIOGRAPHIC REFERENCES:

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Michael Porter El ascenso de la estrategia de negocios. Espacio
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