Foundations of Marketing 5th Edition by Ferrell,William Pride

Exercise 10

One of the foundations of a successful marketing strategy is a thorough analysis of your company. To make the best decisions about what products to offer, which markets to target, and how to reach those targets, you must recognize your company's strengths and weaknesses. The information collected in this analysis should be referenced when making many of the decisions in your marketing plan. While writing the beginning of your plan, the information in this chapter can help you with the following issues:
Can you identify the core competencies of your company Do they currently contribute to a competitive advantage If not, what changes could your company make to establish a competitive advantage