ABSTRACT
This chapter focuses on the importance of analysing the environment for strategic marketing. Changes and trends in the environment are the primary source of major marketing opportunities and threats, so it is essential that the strategic marketer monitors, interprets and responds to such changes and trends. The chapter examines the range of environmental factors. It discusses how to assess the impact of these factors, and suggests a framework for environmental scanning. The chapter expresses that environmental trends and changes are important in confronting organizations with major opportunities or threats. Changes and trends in the socio-cultural environment present significant challenges to the strategic marketing planner. Cultural and social values are firmly established within a society and are difficult to change. The issues in appraising resources for strategic marketing planning relate to the important areas of attribute selection and the evaluation of those attributes as true strengths or weaknesses.
