As a starting point, it is useful to identify what macro environmental factors are affecting your organisation and then to consider which of these are most important (a) at present, (b) in the future. This is known as a PESTEL analysis, i.e. an assessment of how Political, Economic, Social, Technological, Ecological and Legal factors impact, or are likely to impact, on your company.
Remember though, a list of PESTEL influences has little value. It is important to identify the key opportunities and threats facing the company (a) at present, (b) in the future and how these are, in effect drivers for change. A PESTEL analysis should also examine the impacts of these macro environmental influences on the organisation. Some form of impact analysis and scenario planning is especially useful to explore different possible futures. This exercise allows “what if” questions to be explored.