Overview

One of the key tasks a marketer faces is understanding the environment in which an organisation operates. A marketer must then make decisions about how to best exploit the organisation’s capabilities. This section provides you with guidance on how to review the external environment and relate this to an organisation. After completing this section you should be able to:

1. analyse the external environment in which an orgnanisation operates;
2. review an organisation’s main strengths and weaknesses relative to the eternal environment
3. assess the potential opportunities and threats that an organisation faces
4. understand the need to review competitor activity
5. understand how this information might be used to develop marketing objectives
6. understand some of the limitations of PEST and SWOT analysis