Strategic planning cannot be executed until the marketers see the impact of externalities on the product and on the strategy itself. There are various factors that shape the external environment which are not avoidable and therefore essential to tackle effectively.
For instance, the roll holder company changes the design, price of standard holder increase then in such a case product development would be totally different. The company may have to come up with making holder as well just like complimentary products. For this company needs to establish an enhanced information and customer relationship management system (CRM) (Kotler, Keller 13th ed).
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