The organization's performance in the marketplace is significantly influenced by the following three factors:
* The organization's current market position, how well it has positioned itself
* The nature of environmental opportunities and threats
* The organisation's resource capability to capitalize on the opportunities and its ability to guard itself against threats.
* The nature of environmental opportunities and threats
* The organisation's resource capability to capitalize on the opportunities and its ability to guard itself against threats.
Faced with a constantly changing environment, each business unit needs to develop a marketing information system to track trends and developments, which can be categorised as either opportunities or threats. The company has to review its strength and weakness against the backdrop of environmental opportunities and threats, i.e., to perform a SWOT analysis for the organisation.
SWOT Analysis (Strengths, Weaknesses, Opportunities, Threats)
