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Environmental scanning is used by hospitality firms to seek information about threat, opportunities, macro environment analysis, micro environment analysis and industry analysis. The critical aspect of strategic principles is identifying gaps in the global market so as to assist international companies to monitor the changing global and domestic market conditions. Domestic companies are considering expanding operations into the overseas markets to fill market gaps. International hospitality companies have identified the market gaps in many regions of the world in the midscale hotel and restaurant segment...
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