Strategy First University

Mission Vision Values

Company (Product lines, Image, Goals, Culture)

Climate (PESTLE Trends) Customers (Market size, Segments, Customer

Equity, Customer Profile)

Competitors (direct, substitutes, price/value, market shares) Collaborators (Distributors, Suppliers, Alliances)

S W

O T

Objectives (Sales, Marketing, Communication)

Target Segment Positioning

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Brand Essence & Identity Elements

Product/Services (Product hierarchy, Features, Advantages, Prices (Costs, prices, justifications)

Benefits)

Place (Location, justification) Promotion (IMC)

People (what kind of person – personality, skills, attitude) Process (Standard Operating Procedures)

Physical Evidence Sustainability & CSR

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Control (Milestones & KPIs) Budget

Financial KPIs Operation/ Internal KPIs

Customer KPIs HR/ Innovation KPIs