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External forces by Mind Map: External forces

1. Competitors & Customers

1.1. Marketing mix (7P)

1.1.1. Goods (4P) Product Design Features Quality & reliability After sales services Packaging Place Channel Logistics Promotion Advertising Sales promotion Direct sales Public relations Price

1.1.2. Services (3P) People Process Physical envidence

1.2. Understanding customers

1.2.1. Buyer behavior Consumer Convenience goods Shooping goods Spaciality goods Industrial Government Reseller Export Factors of motivation government & business buyers Quality Price Budgetary control Fear of breakdown Credit term

1.2.2. Critical success factors

1.3. Strategic groups

1.3.1. Product diversity

1.3.2. Geographical coverage

1.3.3. Extend of branding

1.3.4. Pricing policy

1.3.5. Product quality

1.3.6. Distribution method

1.3.7. Target market segment

1.4. Market segmentation

1.4.1. Bases Geography Socio-demography Behavior Psychography/lifestyle

1.4.2. Industrial bases Geographic location Type of business Use of product Size of organisation

1.4.3. Target markets Undifferentiated marketing Concentrated marketing Differentiated marketing

1.4.4. Product positioning

2. Industry & sector

2.1. Porter five forces

2.1.1. Rivalry amongst current competitors Market growth Cost structure Switching Uncertainty Strategic importance Exit barriers

2.1.2. Threat from substitute products

2.1.3. Threat of new entrants Barriers to entry Scale economies Product differentitation Capital requirements Knowledge requirements Swiching costs Access to distribution channels Response of existing competitors

2.1.4. Bargaining power of suppliers

2.1.5. Bargaining power of customers

2.1.6. Impact of IT to 5 forces

2.2. Cycles of competition

3. Enviromental issue

3.1. Macro-environment

3.1.1. PESTEL Political Government policy Public policy on competition Political risk Economic Domestic International Socio-cultural Growth Age Geography Ethnicity Household & family structure Social structure Employment Wealth Technological Gain in productivity Reduce costs New product Environmental Legal General framework Criminal law Company law Employment/labour law Health & safety Data protection Marketing & sales Environment Tax law Competition law

3.1.2. Competitive advantage of nations Porter diamond Analysing Influencing

3.1.3. Key drivers of change Market globalisation Cost globalisation Government activity & policy Global competition

3.1.4. In future Scenario building Macro Building Industry Forecasts Qualitative Quantitative

4. Lifecycles

4.1. Introduction

4.2. Growth

4.3. Shakeout

4.4. Maturity

4.5. Decline