The marketing audit of APB's operations related to the Tiger Beer brand involves environmental scanning that applies four tools in the acquisition and assessment of relevant information (Choo 1). The four tools applied in the environmental scanning for Tiger Beer are as follows:
PEST [Political, Economic, Social, and Technological] Analysis
SWOT [Strengths, Weaknesses, Opportunities, and Threats] Analysis
Porter's (61-78) Five-Forces model assesses the competitive structure of an industry within the contex
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