TABLE OF CONTENTS Undertaking a strategic analysis is the foundation upon which strategic decisions are constructed. In this text strategic analysis is broken down into three constituent elements: external analysis, customer analysis and internal analysis. Undertaking the analysis is not, however, a linear process and there are areas of the analyses that overlap. The aim of the process is to develop a detailed and all-embracing view of the company and its external environment to permit the organization to formulate informed strategic decisions.
Chapter 2 explores the external analysis. This consists of an initial audit of the macro-environment. The organization s micro-environment is then considered and an initial analysis of the company s competitive position is undertaken.
Chapter 3 explores the increasingly critical function of competitive intelligence and examines how organizations can employ such a practice to support and develop successful marketing strategies.
Chapter 4 examines the customer. Consumer behaviour is explored to illustrate what effect changes in the external environment can have on customers. Market segmentation techniques are then discussed.
Chapter 5 describes the process of internal analysis. This looks at the ways of identifying the organization s assets and competencies.
These four chapters illustrate the groundwork that needs to be undertaken by an organization before it can begin to form a view of the future.
Chapter 6 discusses different approaches that organizations can take to form a view of what...
