Any enterprise, that cannot identify where it is, cannot acknowledge its own capabilities and resources; and thus, it would not be possible for it to produce necessary objectives and strategies. Therefore, before defining marketing objectives, a corporation needs to acknowledge its environment and decide where it is located and what its strengths are. A company’s environment involves both internal and external factors. External environment consists of several actors, forces and partners which have an influence on company’s ability of building and sustaining good relationships with target customers. Various companies such as IBM, or Apple constantly analyse the external environment and adapt if necessary. Through this analysis, companies are able to understand changing trends and search for opportunities. Hence, by trying to understand these environments, companies are adapting their strategies accordingly to obtain benefit from opportunities and/or avoid threats.