its strengths and overcome its weaknesses to avail the opportunities and to combat the threat coming
from the external or macro environment. An organization’s capability may be evaluated by prepar-
ing a strategic advantage profi le (SAP). In SAP an assessment of strength and weaknesses of each
functional area is presented in a summarized form. An appraisal of the micro environment makes a
marketing manager aware of the assistance and support it may expect from the internal environment
of the organization, and accordingly helps design a strategy by utilizing the organization’s capability.
2.6 PROXIMATE MACRO ENVIRONMENT
The proximate macro environment is an external environment of an organization on which marketers ...
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