Importance and Process of Marketing Environment Analysis as Strategic Analysis Tool of Business

DOI

10.2991/aebmr.k.201211.125How to use a DOI?

Keywords

Marketing, marketing analysis, marketing environment, strategy, strategic analysis

Abstract

Strategic analysis is an important tool for managerial decision making. It is important in creation strategic plans, because it deals with the internal as well as external environment of the company and its factors. It analyses various factors that affect the company’s position in the market and identifies potential threats to the company. It also deals with the strengths and weaknesses of the company, which the company then evaluates and strengthens or eliminates. Quality strategic analysis is the basis for the successful existence of a company in a market environment. Strategic analysis has several tools that are focused on the analysis of the external environment of the company, the industry or the internal environment of the company. The aim of the paper is to elaborate the theoretical background related to the field of strategic analysis with emphasis on the importance, significance and process of marketing environment analysis, which is one of its tools.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Veronika Paurova
AU  - Elena Gregova
PY  - 2020
DA  - 2020/12/14
TI  - Importance and Process of Marketing Environment Analysis as Strategic Analysis Tool of Business
BT  - Proceedings of the Fifth International Conference on Economic and Business Management (FEBM 2020)
PB  - Atlantis Press
SP  - 720
EP  - 723
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.201211.125
DO  - 10.2991/aebmr.k.201211.125
ID  - Paurova2020
ER  -