1. MAJOR MARKET PRESSURES
1.Slower Market Growth
2.Growing Domestic and Foreign Competition
3.Growing Product Proliferation
4.Decreasing Perceived Product Differentiation
5.Shortening Product Life Cycle

2. MAJOR MARKET PRESSURES
6.Increased niche attacks by competitors
7.Rising customer sophistication and price sensitivity
8.Strong downward price pressures

3. MAJOR MARKET PRESSURES
9.Rising promotion costs and diminishing promotion effectiveness
10.Rising sales force costs

4. MAJOR MARKET PRESSURES
11.Rapidly changing distribution patterns and growing retail power
12.Shorter lived competitive advantages
13.Pressures from various stakeholders

5. MAJOR MARKET PRESSURES
14.National Government and international regulations
15.Activists
16.Rising importance and impact of social networks

6. MAJOR TRENDS: CUSTOMER
Increased market fragmentation and polarization
Increased customer information and sophistication
Increased service expectations
Increased time pressure
Decreased customer loyalty
More online shopping
More global shopping for goods
Growing acceptance of reseller brands
Expectations and requirements about CSR

7. ATTENTION Profitability will determine who will survive
Technology will determine who will compete
Quality will determine who will grow
People will determine who will win