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6419 : Account Management : Impact of the Micro and Macro Environment

Question: 

1. What is the overall macro and micro environment in which the company operates and what factors coming from the environment can affect your line of business? 
2. What are the most attractive market segments the company can and should consider for the expansion? WHY? 
3. If HG were to develop a Key Account Management strategy, what customers would fill the profile of the "Key Account"? Can you identify any Key Accounts within each of the segments of interest you have identified? 
4. What would be an appropriate relationship marketing plan for HG to approach these Key Accounts and build a strong, on-going relationship with these customers? 

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