Marketing Strategy and environment.

... James Heavey Marketing Strategy Assignment 1 Nov 2002 "As the market environment changes, managers have to adapt their strategies and organisation. Unless these changes are made, the business will no longer fit the needs of the moment - it will be made obsolete by changes in customer wants, new technologies and new competitors that have adapted more effectively" (Doyle, 2002, pp. 405-406) Introduction: The marketing environment is a complex constellation of demands and constraints that a firm faces as it attempts to compete and grow. These can be both external and internal. The firm has the power to directly affect some but, by no means, all of the areas in the environment. Those areas beyond the firm's control are constantly changing in various ways, it is the responsibility of the firm to take notice of and bring on board any successful changes or advances made in the industry. In the same way they need

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