Any strategic planning effort must take into account the organization's available financial and human resources and capabilities and how they are likely to change over time, as change may affect the organization's ability to achieve its mission and goals. Adequate resources can help a firm generate customer satisfaction and loyalty, goodwill, and a positive reputation, all of which influence marketing through creating well$-$known brands and strong financial performance. IBM, Coca$-$Cola, and Google all benefit from high brand recognition and goodwill. Such strengths also include $\_\_\_\_\_\_,$ things a company does extremely well$$sometimes so well that they give the company an advantage over its competition