Marketing 16th Edition by William Pride,Ferrell

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One of the foundations of a successful marketing strategy is a thorough analysis of your company. To make the best decisions about what products to offer, which markets to target, and how to reach those target market members, you must recognize your company's strengths and weaknesses. The information collected in this analysis should be referenced when making many of the decisions in your marketing plan. While writing the beginning of your plan, the information in this chapter can help you with the following issues:
Conduct a SWOT analysis of your company to identify its strengths and weaknesses. Continue your analysis to include the business environment, discovering any opportunities that exist or threats that may impact your company.
The information obtained from these questions should assist you in developing various aspects of your marketing plan found in the "Interactive Marketing Plan" exercise at www.cengagebrain.com.