Strategic marketing involves analyzing a company's environment, situation, opportunities, and developing a plan. The planning process includes analyzing the company, planning decisions, implementing plans, and controlling results. Key questions for developing a mission include determining what business the company is in, who the customers are, and what the company exists for. A strategic audit examines internal and external factors, including a SWOT analysis of strengths, weaknesses, opportunities, and threats. Portfolio analysis involves assessing current and future business units and products. Marketing plays a key role in strategic planning by working with other functions to develop a system of plans to achieve objectives and customer satisfaction.