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Market analysis
Conduct an analysis of the size and growth of your market.
Ascertain the trends in your industry and how they affect your activities.
Analyse the types of customer groups within your market.
Analyse and determine which groups it is most profitable for you to target.
Marketing Environment
Analyse the social/cultural trends of the environment in which you operate.
Analyse the economic trends/demographic trends of the environment.
Analyse the political/legal/institutional trends of the environment.
Analyse the ecological trends of the environment.
Analyse the technological trends of the environment.
Determine their current and future effects on your business.
Consumer Analysis
Analyse the needs and wants of your customers and consumers.
Analyse of how your product/service can satisfy those needs.
Current Situation Analysis
Consider the current strengths and weaknesses in your organisation.
Analyse the opportunities and threats in the market place.
Competitor Analysis
Analyse the activities and characteristics of the direct competitors in your market.
Alalyse the activities of the competitors who offer substitute products/services to your customers.
Objectives
Establish the growth, profit and sales objectives for your business.
Select which of the strategic alternatives will meet your objectives.
Determine your strategy for growing your business.
Determine what factors will differentiate you from your competitors in the eyes of your customers.
Determine how you will compete.
Determine where you would like to be positioned in the eyes of your customers relative to your competitors.
Determine what your offering will be with regard to product, price, place and promotion.

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