3. Environmental Scanning: Environmental scanning is the process of gathering information about events and their relationships within an organization's internal and external environments. The basic purpose of environmental analysis is to help management determine the future direction of the organization (Barnat, 2004). For a business to be successful, it is important to study the business environment of the company, which consists of the external and internal influences that affect the decisions and performance of the business (Grant, 2010). Environmental analysis includes the evaluation of macro and micro environmental analysis. Source: http://www.whatmakesagoodleader.com/macro-environment-analysis.html 3.1 Macro Environmental Analysis The first phase of a strategic analysis, the macro environmental analysis, commonly called a PESTLE framework, is the assessment of opportunities and threats to the industry to which the company belongs that are beyond the control of our industry. PESTLE stands for Political, Economic, Socio-cultural, Technological, Legal and Environmental (Pestle-Macro Environmental Analysis, 2012), describes a framework of macro-environmental factors used in the environmental analysis component of strategic management, forming part of external analysis. analysis during a strategic analysis; it basically gives an overview of the different macro-environmental factors that the company must take into account. Strategic PESTLE analysis helps us identify growth or decline trends, company position, possible threats and direction of operations.3.1.1 PESTLE Analysis: Source: (http://www.whatmakesagoodleader .com/macro-environment-analysis.html) 3.1.1.1 Political FactorsTo begin with, political influences refer to... middle of document ......we create more opportunities in the market.• Technologies and innovation: WeTrust will constantly seek technological upgrades and innovations, in order to provide high quality services and create opportunities for advancement.Threats:• Competition from stronger players: There are many existing key players in the market providing recruitment and human resource consulting services and hence WeTrust will face tough competition from them.• Potential New Entrants: With positive economic outlook, favorable business environment and increasing population growth rate, more companies are expected to enter the sector; therefore, WeTrust will strive to aggressively establish credibility among its customers and capture the market in a short period of time. Works Cited Fonterra. (2014). Retrieved from: http://www.fonterra.com/nz/en/About