[INSERT NAME] KEY ACCOUNT PROFILE [INSERT PERIOD]

Overview [INSERT NAME] is a Key account for the following reasons :

Industry Analysis - Competitors Rivalry Competitors

Industry Analysis - PESTLE Environmental Legal Technological Social Economic Political Change/effectPESTLE

Business Analysis - strategy Vision Mission Values Goals Objectives

Business Analysis - Products Products - Brands and products Target market Market Position Product life cycle

Business Analysis – Marketing Activity Refer Marketing

Other Media Activity Sponsorship Alliances

Competitive Advantage AdvantagesDisadvantages Cost Advantage Variable costs  Marketing expenses  Operating expenses  Transaction cost Marketing Advantage Distribution  Sales effort  Brand awareness Differentiation Advantage Product differentiation  Customer experience  Brand reputation  Relative price

Key Relationships - Buying decision process Buying Decision ProcessWho is this person?When do you need to make contact? Need or problem awareness Information search Evaluation of alternatives Purchase Post purchase evaluation

Key Relationships - Contact points

SWOT Analysis