... the company (strengths and weaknesses). This was important as before a company can begin to think about developing a new strategy, and setting new objectives, it must first be clear about what strengths are already there to build on, and what weaknesses need to be improved upon. We looked many aspects of the company when doing this - how long it had been established, experience and skills ... of the staff, communication on all levels within the company, relationships between the staff, attitudes of staff and management, staff ... When we devised the mission statement we thought about w...

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