1. EXTERNAL AND INTERNAL CONTINGENCIES
CHAPTER 3
EXTERNAL AND INTERNAL CONTINGENCIES

2. Environmental / External Contingencies
Competition
Technology
Cultural/Social Trends
Physical Environment
Regulatory/Legal/Political
Demographic Trends
Economy

3. Internal Contingencies
Organizational Vision
Organizational Mission
Organizational Objectives
Marketing Goals
Organizational Strategy
Organizational Culture
Assets & Competencies

4. Organizational Mission
Written statement about the organization’s present situation and the direction of the organization (what business we are in and who we serve).
The Green Bay Packers’ mission is to be a dominating force in professional football’s competitive arena
On the field, the Packers will continually strive to present their fans with the highest level of performance quality available
In their operating activities and relations with the NFL, the Packers will also continually strive for excellence in the quality of work performed
Overall, the Packers will commit themselves to doing their part in representing the state of Wisconsin with competitiveness, respect, and dignity

5. ORGANIZATIONAL OBJECTIVES vs. MARKETING GOALS
Organizational Objectives - Signposts along the road which help an organization focus on its long-range purpose stated in the mission statement
Typically include both financial and strategic dimensions
Examples of financial include: growth in revenues and growth in profits
Examples of strategic include: enhance corporate image and increase customer satisfaction

6. Relationship Between Levels of Strategy

7. SWOT Analysis Internal Strengths and Weaknesses
a. Resource Capabilities
b. Marketing Mix Considerations
External Opportunities and Threats