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Table of contents Page 1.0 Introduction 2 2.0 Main Text 2.1 External environment of Marlows 3 2.2 Internal environment of Marlows 7 2.3 Business level strategy 13 2.4 Corporate strategy 15 3.0 Conclusions 17 4.0 Bibliography 18 1.0 Introduction The first part of the report analyzes the external environment of Marlow automobile aftermarket industry. This includes the immediate environment which uses the five forces model, national environment which uses the Porter's diamond and macroenvironment which has six factors. That is demographic, sociocultural, technology, economic, government, and global factors. The external environment can either pose threats or opportunity to the industry. Next, the analysis of the internal environment can pose strengths and weaknesses to the company itself. The roots of competitive advantage are used. The resources and capabilities that Marlows has establish to create distinctive competencies. Marlows also have integrated all superiority to achieve low cost and differentiation. High value creation can lead to high profitability. Marlows is currently pursuing cost leadership and differentiation strategy together. The company is at mature...

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