An underlying assumption of the introduction to marketing course is that students learn best and
retain more when they actively apply and work with the concepts presented in the course
materials rather than simply read about them. Therefore, the purpose of this assignment is to
apply concepts and knowledge learned in class to real situations to enhance your understanding.
A marketing environment analysis is an examination of the major external forces and trends that
have impacted or may impact a market and thus present opportunities and threats for marketers.
It involves an assessment of the key components of a companys task (micro) environment and
macro environment (please see Chapter 3). This information is necessary input into the
development of a strategic plan for companies who are involved or plan to become involved in
the industry.
