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Star's 18 employees face scheduling challenges,
as Star's business is highly seasonal, with its greatest demand during
October, November, and December. In other months, the equipment and staff are
sometimes idle. A major challenge facing Star Software is how to increase profits
and make better use of its resources during the off-season.
An evaluation of the company's internal strengths and weaknesses and external
opportunities and threats served as the foundation for this strategic analysis and
marketing plan. The plan focuses on the company's growth strategy, suggesting
ways in which it can build on existing customer relationships, and on the development
of new products and/or services targeted to specific customer niches...
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