This module gives an launch to Business environment where the firm operates. It includes understanding different conditions like the Macro environment, micro environment and inner environment. Thorough understandings of these concepts are essential for understanding the opportunities, risks, finding weaknesses of the organization as well as its advantages. This knowledge helps the businesses to fore plan and makes effective decisions. Introduction to Marketing Strategy Introduction This lesson introduces the role and need for Marketing Strategy to a business. When you yourself have finished this lesson you should be able to: Explain the concept of marketing environment Identify the macro environmental factors that affect the organizational guidelines. Identify the micro environmental factors that affect the organizational policies.