“Managing the marketing function begins with a complete analysis of the company’s situation.” ( Armstrong & Kotler, Marketing: An Introduction, Pg. 54) At Emporia we know this is an important part of building a successful brand. For us we feel the strengths of our company are the fact that we are made in the U.S. and are a small brand that doesn't manufacture tons of products. However at the same time the size of our company could prove to be a weakness later on down the road in terms of manufacture pricing and distribution. These are only internal factors there are also external factors such as: “Opportunities are favorable factors or trends in the external environment that the company may be able to exploit to its advantage.” ( Armstrong & Kotler, Marketing: An Introduction, Pg. 54) I think this is very favorable for our company because the trend now a days is most people just want value. A quality product they can get and not have to break the bank which is what Emporia does. The threats to our company are definitely just the other competitors with a price point close to ours. It’s hard to stand out on a shelf next to so many other choices.
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