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