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Analysis of the Strategic Company Situation

In: Multichannel Marketing

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  • Bernd W. Wirtz

    (German University of Administrative Sciences Speyer)

Abstract

Chapter 17 analyzes the company’s strategic situation. Firstly, the external influencing factors are considered. These include, in particular, the macro environment of a company. The internal influencing factors are analyzed using the value chain analysis. The chapter concludes with the SWOT analysis, in which the strengths and weaknesses of a company are compared with the respective opportunities and threats.

Suggested Citation

  • Bernd W. Wirtz, 2024. "Analysis of the Strategic Company Situation," Springer Texts in Business and Economics, in: Multichannel Marketing, chapter 17, pages 397-406, Springer.
    • Handle: RePEc:spr:sptchp:978-3-658-44675-8_17
    DOI: 10.1007/978-3-658-44675-8_17
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