Essay on External and Internal Environmental Analysis

1225 Words Apr 5th, 2014 5 Pages
External and Internal Environmental Analysis

STR/581
March 17, 2014

External and Internal Environmental Analysis External and internal environmental analysis are important for a company to achieve its goals. The purpose of this paper is to complete the external environmental scan, and perform an internal competitive environmental scan for Designer Shoe Warehouse (DSW). This paper will identify and analyze the most important external environmental factor in the remote, industry, and external operating environments. This paper will also identify and analyze the most internal strengths and weaknesses of DSW, include an assessment of the DSW’s resources, assess DSW’s competitive position and possibilities, and will
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DSW’s net sale grew at a rate of 11% over a five year span, which ended in January 2010. As well as the 11% net sale growth DSW also generated positive cash flow and operating results. A level of cash and investment was generated by DSW in the amount of $289 million. This amount is believed to be a sufficient amount to maintain ongoing operations, support capital requirements for seasonal work, and to fund capital expenditures related to projected business growth (DSW, Inc. 2009 Annual Report).
Internal Strengths and Weaknesses of DSW Strengths within DSW is what keeps customers purchasing items in store locations or on the DSW website. DSW has implemented an easy free exchange or return system for its customers who are not satisfied with their purchase. This system is free, easy to use, and convenient for customers. The return system provides the customer with a 60 day grace period in which he or she has to return an item for a full refund. However, if the merchandise was received as a gift, refund request is after the 60 day grace period, or the customer does not have the receipt DSW will give the customer credit in the form of an e-gift card. Loyal customer who shop at DSW stores or on the DSW website are entered into the DSW loyalty program. The DSW loyalty program permits loyal customers to earn reward certificates. Reward certificates provide

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