1. Competitors & Customers
1.1. Marketing mix (7P)
1.1.1. Goods (4P)
1.1.1.1. Product
1.1.1.1.1. Design
1.1.1.1.2. Features
1.1.1.1.3. Quality & reliability
1.1.1.1.4. After sales services
1.1.1.1.5. Packaging
1.1.1.2. Place
1.1.1.2.1. Channel
1.1.1.2.2. Logistics
1.1.1.3. Promotion
1.1.1.3.1. Advertising
1.1.1.3.2. Sales promotion
1.1.1.3.3. Direct sales
1.1.1.3.4. Public relations
1.1.1.4. Price
1.1.2. Services (3P)
1.1.2.1. People
1.1.2.2. Process
1.1.2.3. Physical envidence
1.2. Understanding customers
1.2.1. Buyer behavior
1.2.1.1. Consumer
1.2.1.1.1. Convenience goods
1.2.1.1.2. Shooping goods
1.2.1.1.3. Spaciality goods
1.2.1.2. Industrial
1.2.1.3. Government
1.2.1.4. Reseller
1.2.1.5. Export
1.2.1.6. Factors of motivation government & business buyers
1.2.1.6.1. Quality
1.2.1.6.2. Price
1.2.1.6.3. Budgetary control
1.2.1.6.4. Fear of breakdown
1.2.1.6.5. 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
1.4.1.1. Geography
1.4.1.2. Socio-demography
1.4.1.3. Behavior
1.4.1.4. Psychography/lifestyle
1.4.2. Industrial bases
1.4.2.1. Geographic location
1.4.2.2. Type of business
1.4.2.3. Use of product
1.4.2.4. Size of organisation
1.4.3. Target markets
1.4.3.1. Undifferentiated marketing
1.4.3.2. Concentrated marketing
1.4.3.3. Differentiated marketing
1.4.4. Product positioning
2. Industry & sector
2.1. Porter five forces
2.1.1. Rivalry amongst current competitors
2.1.1.1. Market growth
2.1.1.2. Cost structure
2.1.1.3. Switching
2.1.1.4. Uncertainty
2.1.1.5. Strategic importance
2.1.1.6. Exit barriers
2.1.2. Threat from substitute products
2.1.3. Threat of new entrants
2.1.3.1. Barriers to entry
2.1.3.1.1. Scale economies
2.1.3.1.2. Product differentitation
2.1.3.1.3. Capital requirements
2.1.3.1.4. Knowledge requirements
2.1.3.1.5. Swiching costs
2.1.3.1.6. Access to distribution channels
2.1.3.2. 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
3.1.1.1. Political
3.1.1.1.1. Government policy
3.1.1.1.2. Public policy on competition
3.1.1.1.3. Political risk
3.1.1.2. Economic
3.1.1.2.1. Domestic
3.1.1.2.2. International
3.1.1.3. Socio-cultural
3.1.1.3.1. Growth
3.1.1.3.2. Age
3.1.1.3.3. Geography
3.1.1.3.4. Ethnicity
3.1.1.3.5. Household & family structure
3.1.1.3.6. Social structure
3.1.1.3.7. Employment
3.1.1.3.8. Wealth
3.1.1.4. Technological
3.1.1.4.1. Gain in productivity
3.1.1.4.2. Reduce costs
3.1.1.4.3. New product
3.1.1.5. Environmental
3.1.1.6. Legal
3.1.1.6.1. General framework
3.1.1.6.2. Criminal law
3.1.1.6.3. Company law
3.1.1.6.4. Employment/labour law
3.1.1.6.5. Health & safety
3.1.1.6.6. Data protection
3.1.1.6.7. Marketing & sales
3.1.1.6.8. Environment
3.1.1.6.9. Tax law
3.1.1.6.10. Competition law
3.1.2. Competitive advantage of nations
3.1.2.1. Porter diamond
3.1.2.1.1. Analysing
3.1.2.1.2. Influencing
3.1.3. Key drivers of change
3.1.3.1. Market globalisation
3.1.3.2. Cost globalisation
3.1.3.3. Government activity & policy
3.1.3.4. Global competition
3.1.4. In future
3.1.4.1. Scenario building
3.1.4.1.1. Macro
3.1.4.1.2. Building
3.1.4.1.3. Industry
3.1.4.2. Forecasts
3.1.4.2.1. Qualitative
3.1.4.2.2. Quantitative