TABLE OF CONTENTS

Chapter 1 Current Performance.............................................................................1

Current Situation…...................................................................................2
Return of Investment................................................................................3
Market Share............................................................................................4
Profitability Ratio.......................................................................................5
Liquidity Ratio...........................................................................................6
Activity Ratio.............................................................................................7
Debt Ratio.................................................................................................20
Vision........................................................................................................22
Mision.......................................................................................................24
Objectives.................................................................................................25
Strategies.................................................................................................27
Policies.....................................................................................................30

Chapter 2. Corporate Governance.......................................................................31

Board of Directors....................................................................................32
Top Management.....................................................................................34
Marketing Department..............................................................................36
Corporate Social Responsibility................................................................37

Chapter 3. External Environment: Opportunities and Threats ...............................

Macroenvironment.....................................................................................38
PESTEL................................................................................................39-48
Task Environment.......................................................................................49
Industry Analysis..........................................................................................50
Market..........................................................................................................51
Customers....................................................................................................53
Competitors..................................................................................................55
Porter’s Five Forces......................................................................................57
Competitive Profile Matrix.............................................................................60
Distributors and Dealers ...........................................................................61
Suppliers........................................................................................................62
Facilitators and Marketing Firms....................................................................63
Publics............................................................................................................66
Issues Priority Matrix......................................................................................69
External Factor Analysis.................................................................................70

Chapter 4 Internal Environment: Strengths and Weaknesses...................................72

A. Marketing Strategy Audit............................................................................73
B. Marketing Organization Audi......................................................................74
C. Marketing Systems Audit...........................................................................75
Chapter 5 Analysis of Strategic Factors…………………………………………………77
A. Situational Analysis…………………………………………………………….78
1. Strategic Factor Analysis Summary…………………………………79
B. Review of Vision and Mission……………………………………………….80
1. Vision Analysis…………………………………………………………81
2. Mission Analysis……………………………………………………….82
3. Proposed Vision and Mission Statements………………………….83
C. Strategic Problems…………………………………………………………….84
D. Strategic Objectives……………………………………………………………85

Chapter 6 Strategic Alternatives and Recommended Strategy……………………….86

A. Strategic Alternatives…………………………………………………………..87
B. Recommended Strategy………………………………………………………88

Chapter 7 Implementation…………………………………………………………………90
A. Programs……………………………………………………………………….91
B. Budget………………………………………………………………………….92
C. New Standard Operating Procedures……………………………………….93

Chapter 8 Evaluation and Control…………………………………………………………95

A. Feedback Information Systems………………………………………………..96
B. Standards and Measures……………………………………………………….97

References

Appendices
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