Strategic Planning - --the process of developing and maintaining a strategic fit between the
company's goals and capabilities and its changing marketing opportunities
Mission Statement - --a statement of the organization's purpose - what it wants to accomplish
in the larger environment
Internal - Strengths - --SWOT analysis: internal capabilities that may help a company reach its
objectives
Internal - Weaknesses - --SWOT analysis: Internal limitations that may interfere with a
company's ability to achieve its objectives
External - Opportunities - --SWOT analysis: External factors that the company may be able to
exploit to its advantage
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