Business strategy, is contingent on so many factors, both internal and external. Internal factors are controllable, but external factors are not

Business strategy, is contingent on so many factors, both internal and external. Internal factors are controllable, but external factors are not. Therefore, for a company to be nimble in a changing market, like Shell in the midst of deregulation, they must have plans created and framed out to adjust to the changes. This is also why it is important to consider that final T in the SWOTT analysis; keeping abreast of trends will help a firm know which way they should, or maybe have to, steer their organization for future success.
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