Foundations of Marketing 5th Edition by Ferrell,William Pride

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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 targets, 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:
Using the information from your SWOT analysis, have you identified any opportunities that are a good match with your company's core competencies Likewise, have you discovered any weaknesses that could be converted to strengths through careful marketing planning