How do changes in the environment translate into marketing opportunities?
Basically its all about SWOT analysis whereby
•The assessment of the firm's strengths
and weaknesses involves looking beyond the firm's current products.
•The successful achievement of the firm's
goals and objectives depends on its ability to transform key strengths into
capabilities by matching them with opportunities in the marketing environment.
•Threats can often be converted into
opportunities if the right resources are available.
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