occurring outside the organization to identify and interpret potential trends.
a. Social Force: Demographic shifts, Cultural Changes
b. Economic Force: Macroeconomic condition, Consumer income
c. Technical Force: Changing technology, Technology’s impact on customer value, Electronic business technologies
d. Regulatory Force: Laws protecting competition, Law affecting marketing mix action, self-regulation
e. Competitive Force: Alternative forms of competition, Small businesses
2. Controllable…
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