1. Business Definition----------------------------------------------------------------------------------------------------------------------------------------------3 1.1 Business Scope---------------------------------------------------------------------------------------------------------------------------------------- 3
1.3 Market Definition---------------------------------------------------------------------------------------------------------------------------------------3 1.3 Vision Statement-------------------------------------------------------------------------------------------------------------------------------------- 3
2. External Analysis----------------------------------------------------------------------------------------------------------------------------------------------- 4 2.1 PEST Analysis-------------------------------------------------------------------------------------------------------------------------------------- 4 2.2 Industry Analysis-------------------------------------------------------------------------------------------------------------------------------------- 10 2.2.1 Critical Success Factors--------------------------------------------------------------------------------------------------------------------------- 10 2.2.2 Market Factors--------------------------------------------------------------------------------------------------------------------------------------- 11
2.4 Competitor Analysis----------------------------------------------------------------------------------------------------------------------------------- 12 2.4 Customer Analysis------------------------------------------------------------------------------------------------------------------------------------- 15 2.4.1 Buyer’s Behaviours 6 Ws-------------------------------------------------------------------------------------------------------------------------- 15
3. Internal Analysis---------------------------------------------------------------------------------------------------------------------------------------------- 20 3.1 Organisation Background----------------------------------------------------------------------------------------------------------------------------- 20 3.2 Organisation Structure--------------------------------------------------------------------------------------------------------------------------------- 20 3.3 Organisation Culture------------------------------------------------------------------------------------------------------------------------------------20 3.4 Products/Service Offerings---------------------------------------------------------------------------------------------------------------------------- 21 3.5 Financial Possibilities---------------------------------------------------------------------------------------------------------------------------------- 21 3.6 Resources------------------------------------------------------------------------------------------------------------------------------------------------- 22 3.7 Non-marketing Capabilities---------------------------------------------------------------------------------------------------------------------------- 23 3.8 Marketing Mix Evaluation------------------------------------------------------------------------------------------------------------------------------ 24
3.9 SWOT Analysis------------------------------------------------------------------------------------------------------------------------------------------ 25
4. Positioning Statement--------------------------------------------------------------------------------------------------------------------------------------------- 26
5. Marketing Objectives---------------------------------------------------------------------------------------------------------------------------------------------- 26
6. Strategies &