... is therefore a process of collecting and analysing information, which can be used to inform managers on strategic decisions within a business'. The information collected can then be used to assess both the firm's current market situation and highlight any opportunities or threats within the market. According to Porter the role of business analysis is to 'critically interrogate the environment within which the business operates and to seek out a method of sustaining a competitive advantage'. However despite the usefulness of business analysis models, they are not completely free from drawbacks, which limit the effectiveness of the analysis models, such as the lack of detail involved which means that a business analysis model can not be the sole means of decision making especially with higher level strategic decisions. Strategic planning within a firm is important in order to sustain a competitive advantage, this involves a firm incorporating business analysis models ...

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