A periodic assessment of your internal and external environment is an important part of the strategic planning process. Strengths describe areas in which an organization excels, enabling decisions to be made on how to achieve competitive advantage. Weaknesses prevent an organization from functioning at its optimal level. They have the potential to hinder progress or give the competition a competitive advantage. Opportunities refer to favorable external factors through which an organization can leverage its advantage. If used effectively, opportunities can potentially create competitive advantage. Threats refer to factors that have the potential to negatively impact an organization. After identifying your goals, you need to prioritize, evaluate and organize the combination of specific marketing strategies and tactics that will best suit you to pursue your goal. goals. Strategies are the ideas and approaches developed to achieve objectives. A well-constructed marketing plan is the perfect illustration of a whole greater than the sum of its parts. Marketing strategy includes all basic, short and long term activities in the field of