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Roberts decided that he needed to create a plan and implement it be the end of the year so customers were not getting confused.
We first analysed Runners’ Choice internal operations and decided what functions were benefiting them and which were hindering them. Second, we analysed Runners’ Choice’s external environment, taking into account political, economic, socio cultural, technological factors and decided which factors can been seen as opportunities and which are threats to the business. We then compared Runners’ Choice with their chief competitor, The Runners Room, and decide what competitive advantages each business had...
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