Key Terms

Strategies: The means by which long-term objectives are achieved

Policies: Means by which annual objectives will be achieved

Annual Objectives: Short-term milestones that firms must achieve to

attain long-term objectives

Opportunities and Threats (External): External opportunities and

threats are largely beyond the control
of a single organization.

Environmental Scanning (Industry Analysis): The process of

conducting research and gathering and assimilating external
information
Competitive profile Matrix
BTL comp 1 STC comp 2 ZAIN comp 3
Critical success weight rating score Rating score Rating score
factors
Service 0.05 2 0.10 4 0.20 3 0.15
quality
advertising 0.10 4 0.40 4 0.4 3 0.3
Market 0.20 1 0.20 3 0.60 4 0.8
share
sales 0.05 1 0.05 2 0.1 2 0.1
Pricing 0.40 4 1.6 4 1.6 3 1.2
strategy
Consumer 0.20 3 0.60 4 0.8 3 0.6
satisfaction
total 1.00 2.95 3.7 3.15