Consider your own company or one that you know well. What are the strategically relevant factors in this macro-environment? What strategic moves are rivals likely to make? What factors are driving changes in this industry? What cooperative forces are present in the industry and how can the company harness them to its advantage? Keeping in mind the role that interpreting environmental factors will play in analyzing a case, what do you see as the most important external data you would want this organization to have in any strategic planning process, and why?