Environmental Scanning in Paisley

Environmental Scanning is the process of collecting information about the forces in the marketing environment. This process involves: observation; keeping “an ear to the ground”; perusal of secondary sources, such as the web, business, trade, government and general interest publications; and marketing research (Dibb and Simkin, 2009). This is crucial to understand how the external marketing environment is changing.

Environmental scanning is the process of gathering information about a company’s external events and relationships, to assist top management in its decision-making, and to develop its future course of action (Albright, 2004).

The main aspects which you need to look at in the town centre of Paisley for environmental scanning are how many people come to the high street every day, who comes to the high street, how long do they stay and how much do they spend.

When relating this to New Look on Paisley High Street you must consider factors such as the one way streets in the town centre making it less accessible for people driving through the town, the change in labour markets and the closeness of Braehead, Silverburn and Glasgow Town Centre which are much bigger shopping places with much better accessibility for example with car parking. The student population of Paisley also must be taken into consideration whilst thinking about who comes to the high street. Do students prefer to go to the High Street or would they rather get on a train into Glasgow and shop there? The student population is high in Paisley and the majority of students are looking for up to date and affordable fashion which New Look provides however you need to consider exactly why it is that students would rather go into Glasgow town to go to a shop they can go to in Paisley.

According to the John Lord Report on Women’s Outwear in July 2000, there has been steady decreasing shares of consumer spend with women’s clothes, there was a boom in the market in 1996/97 however due to the...