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An increase in similar products could decrease the company's profit margin and stronger competition from other retailers could decrease their customer base. In order to continue to grow and increase their profits, BBW needed a strategy. An environmental analysis, in which three factors, remote, operating and industry environment, are explored, can provide information the company needs in order to optimize their marketing strategy .
The remote environment includes economic, social, political, ecological and technological factors. Bath & Body Works chief executive officer, Neil Fiske, saw an opportunity for the needed expansion in redefining the way that beauty is socially viewed and retailed in America...
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