ABSTRACT
So far this book has examined the broader aspects of strategic management and has looked at the process of planning in relation to a changing environment. It is now time to concentrate on a very specific step in the process – the assessment of corporate strengths and weaknesses. Planning literature refers to this important stage under various headings: the corporate appraisal, the position audit, and assessing the present position1,2. The particular terminology used is not important: the action itself is vital.
