This course reviews the external environmental factors and internal organizational capabilities that impact how a company operates to create a successful product or brand. Since companies operate in dynamic environments, understanding the changing landscape and current trends that are impacting the business helps to develop a sound Marketing Strategy. This course includes three process namely - Determine Strengths and Weaknesses, Determine Opportunities and Threats and Define Market and Identify Market Segments. The course is useful to students and professionals who wish to gain an in depth understanding of the topic analyzing market opportunity. The many authors, advisers, and reviewers of the course have worked in numerous Sales and Marketing areas and geographic regions across a variety of industries. Thus, insights provided by them make this course industry independent. The course defines the topic in terms of processes that comprise a series of actions that leads to a particular result. Each process requires specific inputs and then uses tools to create specific outputs.