1. EXTERNAL ENVIRONMENT INDUSTRY, MARKETS COMPETITION ECONOMY
LEGAL, POLITICAL, SOCIAL

2. INDUSTRY, MARKETS CUSTOMER/CONSUMER BUYER WHO WHERE (AREA, COUNTRY)
WANTS, NEEDS
BUYING BEHAVIOR
BUYER
POWER
RELATIONSHIPS/ALLIANCES

3. INDUSTRY, MARKETS (CONT’D)
MARKET SIZE, TRENDS
SUBSTITUTES
DISTRIBUTION SYSTEM
STAGE, PRODUCT LIFE CYCLE

4. INDUSTRY, MARKETS (CONT’D)
STAGE, INDUSTRY LIFE CYCLE
TECHNOLOGY AS THE PRODUCT
SUPPLIERS
POWER
RELATIONSHIPS/ALLIANCES

5. COMPETITION NATURE OF WHO, WHERE STRATEGY ADVANTAGES - SUSTAINABLE
DISADVANTAGES

6. COMPETITION (CONT’D)
RIVALRY
ENTRANTS, EXITS
SUBSTITUTES

7. LEGAL, POLITICAL, SOCIAL
LAWS, REGULATIONS
VARY BY MARKET
VARY BY COUNTRY
ETHICS
TRENDS
IMPORT/EXPORT LAWS

8. ECONOMY EFFECTS ON DEMAND EXCHANGE RATES EMPLOYMENT RATES INFLATION
STABILITY

9. KEY SUCCESS FACTORS “ABSOLUTE” REQUIREMENTS Airlines: low unit cost
Air delivery: worldwide dist.