Before managers can begin to develop marketing strategies for their business, they should have a clear understanding of the internal and external marketing environment in which they operate. In this note, we present three methods for collecting and analyzing information about the internal and external marketing environments firms face: 5 Analysis of C, Porter's five forces Industry analysis and SWOT-analysis. These analyzes help students understand analytical processes by which managers understand themselves, their customers and markets in which they compete. The note gives students a framework for analyzing marketing cases, as well as providing an analytical framework and process for completing the situation analysis section of the marketing plan. "Hide
by Thomas Steenburgh, Jill Avery 10 pages. Publication Date: February 04, 2010. Prod. #: 510079-PDF-ENG
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