accompany Cateora/Graham/Bruning’s International Marketing Canadian Edition Guide for developing your project Summary Successful businesses have extensive knowledge about their customers and their competitors. Acquiring accurate and specific information about your customers and competitors is a critical first step in market investigation and development of a marketing plan. Accurate market assessment and development of an effective plan is critical to the success of both new and existing businesses
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Success Factors or Key Success Factors (KSFs) The generation of Critical Success Factors CSFs (also termed KSFs) usually takes place at the end of the external analysis stage in preparation of the start of the appraisal of the organisation internally. CSF generation is a method of bringing the many factors identified from external analysis into a manageable list of issues which strategy should address. CSFs are those factors which are crucial to the success of any organisation within an industry
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Chapter 3 The External Assessment Strategic Management: Concepts & Cases 13th Edition Fred David Copyright © 2011 Pearson Education‚ Inc. Publishing as Prentice Hall Ch 3 -1 External Audit Environmental Scanning Industry Analysis Copyright © 2011 Pearson Education‚ Inc. Publishing as Prentice Hall Ch 3 -2 External Audit Purpose of an External Audit Develop a finite list of opportunities that could benefit a firm threats that should be avoided Copyright © 2011 Pearson Education
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PART I STRATEGIC ANALYSIS 19 Chapter 2 External and Customer Analysis External Analysis When Should an External Analysis be Conducted? The Scope of Customer Analysis Segmentation Customer Motivations Unmet Needs 21 21 25 26 26 31 35 Chapter 3 Competitor Analysis Identifying Competitors - Customer-Based Approaches Identifying Competitors - Strategic Groups Potential Competitors Competitor Analysis — Understanding Competitors Competitor Strengths and Weaknesses
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NEED FOR THE STUDY The analysis of competitors deals with Life Insurance about competitors and services. Competitive Analysis needs to find a difference between other factors like marketing‚ management hierarchy and decision making to find out the company expectations and how to improve in market demands. Therefore‚ this is use for formulate and implement. REVIEW OF LITERATURE Competitor’s analysis helps organization recognize the opportunities and threats in market and develop strategies to
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interpretation of your analysis of the industry/ sector & business and specific strategic recommendations for the future growth of the organisation. Your own reflective learning experience statement on undertaking this module‚ tables/ charts etc; PEST Analysis‚ SWOT Analysis for example should be put into your appendices & do not count towards your word count. Do NOT just describe these analytical tools in the main body of your report‚ you MUST highlight the significance of the analysis‚ what does it mean
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CONTENT TABLE 1. EXECUTIVE SUMMARY 3 2. INTRODUCTION 4 3. EVALUATION 4 3.1 Organisational Boundaries 4 3.2 Organisational environment 6 3.2.1 Analysis of the main forces affecting the profitability of industry sectors of WT/EAO 6 3.2.2 Analysis of the competitors of WT and EAO (using Greenley’s framework) 7 3.2.3 Analysis of the far environment 9 3.3 Organisational Culture 10 3.3.1 High-profile cultural symbols at WT and EAO 10 3.3.2 Low-profile cultural symbols at WT and EAO 10 3.4
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improvement process with the goal of keeping abreast of ever-improving best practice. The author Linda Richter talks about how‚ Benchmarking goes beyond competitive analysis to understanding the competitor’s output and process of obtaining the output. The advantages of benchmarking include enabling organizations to outperform competitors‚ opening minds to new ideas‚ and placing organizations in a continuous improvement mode. Benchmarking is the systematic process of comparing business processes and
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........2 Goals and Objective…………………………………...3 Values Statement……………………...………………4 Company Opportunities and Threats………………..5 Potential stealth competitors Questionnaire………..6 Business Customer Profile…………………………...7 Business Environment Ideal customer questionnaire…………….…………..8 Customer Snapshot…………………………………...9 Industries or business analysis questionnaire………………………………………….10 Customer Profile questionnaire……………………..11 Customer Intelligence Checklist……………………12 Quick financial Projection
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Supply Chain Material and information flow Location Planning A location analysis for new stores considers population density‚ demographics‚ traffic volume‚ visibility‚ ease of access‚ locations of other stores‚ and economic and competitor activity in an area. Problems of Processes/System Sub-optimal distribution process ‚ on-time delivery not achieved Out of stock situation Franchisees complained about Ministop putting up another store near
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