Developing competitive marketing strategies

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 Introduction All organisations face an external business environment that constantly changes. Sometimes these changes are slight eg minor amendments to regulations or a new firm entering the market as a ‘small player’. At other times, however, changes in the environment may have important consequences for an organisation eg new technologies, changing consumer tastes or a merger between two large competitors. Changes in the business environment create both opportunities and threats to an organisation’s strategic development, and the organisation cannot risk remaining static. It must monitor its environment continually in order to: build the businessdevelop strategic capabilities that move the organisation forwardimprove the ways in which it creates products and develops new and existing markets with a view to offering its customers better service. Amway is an interesting example of a company th at reviews its strategic capabilities and uses this review to develop its products and markets. More than 450 products carry the Amway name in the areas of nutrition, health, beauty and home.Amway also has a range of products that include other well known branded goods. The company also offers a variety of third party services. Amway is different from the more traditional distribution channels in that the business…

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