1. 1 of 12 Defining the Organization’s Business, Mission, and Goals Business Definition (Who are we?)  scope of the organization’s operations  customers served, needs satisfied, means/technology used Business Mission (What do we do?)  the organization’s purpose  customers, products/services, markets, philosophy, technology Business Goals (Where are we going?)  problem-centered and future-oriented  situation analysis

2. 2 of 12 Starbuck’s Mission Statement Starbucks Coffee Company Information

3. 3 of 12 Identifying and Framing Organizational Growth Opportunities  What might we do? - environmental opportunity  What do we do best? - distinctive competency  What must we do? - success requirements  (Linkage between these determines whether an organizational opportunity exists.) Converting Environmental Opportunities into Organizational Opportunities

4. 4 of 12 Monitoring and Managing Environmental Influences Economic Environment Social-Cultural Demographic Environment Competitive Environment Technological Environment Regulatory Environment Product Decisions Distribution Decisions Promotion Decisions Pricing Decisions Advertising Sales Promotion Point-of-purchase Communications Direct Marketing Communications Public Relations& Sponsorship Marketing Personal Selling

5. 5 of 12 Marketing Strategy and Consumer Behavior Outcomes Individual Firm Society Consumer decision process Problem Recognition Information Search Alternative Evaluation Purchase Use Evaluation Marketing strategy Product, Price, Distribution, Promotion, Service Marketing segmentation Identify product-related need sets Group Customers with similar need sets Describe each group Select attractive segment(s) to target Marketing analysis Company Competitors Conditions Consumers 1-1 Copyright © 2001 by The McGraw-Hill Companies, Inc. All rights reserved.

6. 6 of 12  Strengths  Weaknesses  Opportunities  Threats SWOT Analysis internal external

7. 7 of 12 SWOT

8. 8 of 12 SWOT

9. 9 of 12 SWOT

10. 10 of 12 SWOT

11. 11 of 12 SWOT

12. 12 of 12 SWOT