1. PESTEL Analysis for a survey of the marketing environment. You should also how these national trends affect the industry
  2. Stakeholder Analysis
  3. Mission statement and corporate strategy based on the mission and vision of the organization
  4. Competitive analysis via Competitive Perceptual Map or competitive matrix (Mullins Chapter 8) – you are analyzing the company compared to each of the competitor’s strengths.
  5. TOWs analysis for the corporation
  6. VRIO analysis
  7. Porter’s Five Force model and Porter’s diamond model
  8. use the annual report to identify the SBUs and create the sbu matrix for the corporation followed by the Investment and business level strategies for each sbu
  9. Create an SBU matrix for your assigned SBUs.(as opposed to the corporate sbu earlier) Include Investment and Business level strategies.
  10. Segmentation strategy and buying behaviors for each segment and identify the marketing strategies to reach target market (one of the segments above)

Sites to use for reference
In this module, you are to scan the environment using a combination of management and marketing tools. There are several ways to gather information that will be included in your project. The first way is to gather empirical data. Most organizations will gather primary data for this purpose, when no other data is available, or when the data that is available may not be reliable. Gathering primary data is costly and takes time. Thus, firms prefer to use secondary data, whenever possible.

For this module, I recommend using secondary data.
Secondary data can come from several sources both internal and external to the firm. Internal to the firm, previous marketing plans may have some background data needed to incorporate into your current project. In addition studying sales trends of existing products; customer service reports; and sales call-reports, will be helpful, too. Data that has been gathered previously by the firm can be validated by secondary data externally gathered.
The US government continually gathers data on US industry and on the consumer population. The US Census data is a good source for demographic analysis. Industrial data can be found in the US Industrial Outlook; or The World Industrial Outlook published annually by the Department of Commerce. US government sources can also be found online by searching the internet. Foreign statistics can be found in the Statistical Yearbook, published by the United Nations on population and economic trends in various nations. In addition, there is an Industrial Statistics Yearbook, that is useful for studying industry trends in the global market.
Private firms also provide data. These include, but not limited to Predicast; Dunn and Bradstreet; and Standard and Poors Corporation. They all provide surveys of the world industry, and have sources available over the internet as well as on CD-ROM at most libraries. An online source for information about companies is Hoover’s Handbook on Companies, this can be accessed through Hoovers website. Nielson is just one of several firms that sells data on the consumer market. Articles are also available that will provide you with data on trends in both the industrial and consumer global markets. I suggest starting with ABI/Inform or Business Periodicals Index that can be found either online or CD-ROM . An online source for articles can be found by using yahoo finance.

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