2. Macro- environment Firm/ Organization Structure Culture Competencies Resources or 7 „S“ Operating Environment Trade Association Regulators Union/ employees Competitors CreditorsSuppliers Customers Communities Stockholders/ shareholders Economic Forces Ecological Forces Socio-cultural Forces Technological Forces Political Forces

3.  Who matters, how much ◦ Customers, suppliers, owners, workers, community groups, government ◦ At core, strategic, or environmental levels  What matters, why and when ◦ What is at stake for the stakeholders? Why do they care? When and how might they act? ◦ What is at stake for the firm? What are the likely impacts on the firm? Why? When?  Response options ◦ Cooperate, compete, coopt, cut out...

4. Importance to Firm LowAverageHigh Low Averag e High Influence on Initiative SH1 SH3 SH2

5.  Competitors are the firms that compete to serve the same customers in the same marketplace.  Competitors can compete directly or indirectly.  Competition happens on two levels: 1.Product or service competition  Competition at the level of the value proposition and marketing (covered in the first workshop) 2.Company competition  Competition at the level of company strategy Or: competition on the same NEEDS and competion in the same INDUSTRY!!!!! (e.g. well-being, beauty, leisure, education

6.  Product form competition:narrowest form, includes products of the same product type.  Product class/category competition: products with similar features that provide the same basic function.  Generic competition: products that fulfill same basic need.  Budget competition: products that compete for the same discretionary budget dollars. Customer Awareness Product Quality Product Availability Technical Assistance Selling Staff Competitor AEEPPG Competitor BGGEGE Competitor CFPGFF Note: E = excellent, G = good, F = fair, P = poor. Customer’s Ratings of Competitors on Key Success Factors – see also MKT mix analysis

8. The best is to provide GAP ANALYSIS of marketing mix – what competitors have and do and what customers would like and do not like so much (the second step needs surveys and interviews with customers or complaints analyses)

9.  Review you STEEPLE analysis with the use of stakeholder analysis – for your project  Think about which issues competitors do and do different or do not do– GAP analysis of MKT mix – again for your project  DO NOT FORGET TO THINK ABOUT THE SPECIFICITIES OF THE COUNTRY ENVIRONMENT AND EU POSSIBLE IMPACT AS WHOLE!!!! – see for instance legislation to MKT mix variables from EU Commission web pages…. http://ec.europa.eu/legislation/index_en.htm http://ec.europa.eu/legislation/index_en.htm  And interesting web page from Alex – public data:  http://www.google.com/publicdata/directory?hl =en http://www.google.com/publicdata/directory?hl =en