ABSTRACT
The last unit provided an overview of the various tools that can be used in the auditing process
and to help develop future strategies. The first part of this unit will continue this discussion with
reference to the role of financial analysis. Understanding the current situation is a vital part of
developing a marketing strategy. However, in order to develop a strategy that is looking
towards the future, it is essential that organizations utilize techniques for developing a view of
the future. This unit will outline the various tools available to do so. The future is uncertain;
however, it is essential that companies develop techniques to identify new trends, in the hope
that they can capitalize on any new opportunities.
