1. [INSERT NAME] KEY ACCOUNT PROFILE [INSERT PERIOD]

2. Overview [INSERT NAME] is a Key account for the following reasons :

3. Industry Analysis - Competitors Rivalry Competitors

4. Industry Analysis - PESTLE Environmental Legal Technological Social Economic Political Change/effectPESTLE

5. Business Analysis - strategy Vision Mission Values Goals Objectives

6. Business Analysis - Products Products - Brands and products Target market Market Position Product life cycle

7. Business Analysis – Marketing Activity Refer Marketing

8. Other Media Activity Sponsorship Alliances

9. Competitive Advantage AdvantagesDisadvantages Cost Advantage Variable costs  Marketing expenses  Operating expenses  Transaction cost Marketing Advantage Distribution  Sales effort  Brand awareness Differentiation Advantage Product differentiation  Customer experience  Brand reputation  Relative price

10. Key Relationships - Buying decision process Buying Decision ProcessWho is this person?When do you need to make contact? Need or problem awareness Information search Evaluation of alternatives Purchase Post purchase evaluation

11. Key Relationships - Contact points

12. SWOT Analysis