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A company's standing and orientation can be simplified to two dimensions only - products and markets. Or even more simply it's about; 'What is sold (the product) and who it is sold to (the customer).' Market standing has to be measured against the market potential and against the performance of suppliers of competing products or services - whether competition is direct or indirect. A company's sales may go up - and the company heading for collapse. Alternatively, a company's sales may fall because its marketing may well be poor, or that it is in a declining industry.
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