Identifying opportunities

External Environment (Micro and Macro)

Micro
Close environment (customers/competitors/ suppliers)
Macro
Large environment (PESTLE Factors)

Opportunities (positives) and Threats (Negatives)

Social – Demographics (age, income, education, culture)

Consumption pattern is more towards sustainability-opportunity

Creating strategies
 Product (organic vegetable)
 Price (premium price)
 Place (supermarkets)
 Promotion (social media)
 People
 Process
 Physical evidence
 Vision/ Mission
1. Goals and Objectives
 Increase profits
 Increase awareness
 Market share

2. Situational Analysis
SWOT/PESTLE

3. Strategies
STP
7 elements of marketing mix
Growth strategies

4. Implementation
5. Evaluation and control