The marketing environment

Managing the marketing function would be hard enough if the marketer had to deal only with the controllable marketing-mix variables. But the company operates in a complex marketing environment consisting of uncontrollable forces to which it must adapt. The environment produces both threats and opportunities. The company must carefully analyze its environment so that it can avoid the threats and take advantage of the opportunities.
Companies may think that they have few opportunities, but this belief shows a failure to think strategically about what business they are in and what strengths they have.