Provides the context for the preparation of the marketing plans for the units products and services.
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Defining Business Mission
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Analyzing External Environment (OT) (economic, demographic, technology, political, legal, socio and cultural, markets, competitors, collaborators etc.)
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Analyzing Internal Environment (SW) (competitive advantages, vulnerabilities, positioning)
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Choosing Objectives and Goals (specific, measurable, achievable and consistent)
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Developing Business Strategies (cost leadership; differentiation; focus)
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Preparing Programs
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Implementing Programs (McKinsey 7-S Framework)
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Gathering Feedback and Exercising Control
If goal is to grow a business by 15%, what other data are relevant to judge the merits of the goal?
Discussion Topic: Create a SWOT analysis of your own business (business unit).
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