1. From Analysis to Strategy
EXTERNAL ANALYSIS
Customer Analysis
Competitor Analysis
Market Analysis
Environment Analysis
INTERNAL ANALYSIS
Performance Analysis
Determinants of
Strategic Options
Opportunities
Threats
Trends
Uncertainties
Strengths
Weaknesses
Problems
Constraints
STRATEGY IDENTIFICATION & SELECTION

2. Evaluating & Selecting the Market Segment

3. For Segment Attractiveness
Size of Segment
Rate of Growth
Customer Needs & Satisfaction Levels
Competition: Size, Positioning
Profitability
Key Success Factors
Environmental Impact

4. For Competitive Position
Market Share
R & D
Quality of products and services
Customer Perception / Associations / Loyalty
Customer Loyalty
Relative Costing / Margins
Distribution Channel
Marketing Capability
Financial Muscle

5. Target market options

6. Single Segment Concentration
M M M3 P1 P2 P3

7. Selective Specialisation
M M M3 P1 P2 P3

8. Product Specialisation
M M M3 P1 P2 P3

9. Market Specialisation
M M M3 P1 P2 P3

10. Full Market Coverage
M M M3 P1 P2 P3

11. Crafting the Value Proposition
MARKET NEEDS /
ATTRACTIVENESS
Strategic Investment
Defining the TG
Crafting the Value Proposition
Creating the Mix to Deliver the Value Proposition
Communicating the Value Proposition
COMPETITORS
STRENGTHS /
WEAKNESSES
ORGANISATIONAL
STRENGTHS /
WEAKNESSES