PWC中国企业改造工具库—63mareting plan ample

Part I. Business Mission

➢What is the mission of the firm? What business is it in? How well is its mission understood throughout the organization? Five years from now, what business does it wish to be in?

➢Does the firm define its business in terms of benefits its customers want rather than in terms of goods and services?

Part II. Objectives

➢Is the firm’s mission statement able to be translated into operational terms regarding the firm’s objectives?

➢What are the stated objectives of the organization? Are they formally written down? Do they lead logically to clearly stated marketing objectives? Are objectives based on sales, profits, or customers?

➢Are the organization’s marketing objectives stated in hierarchical order? Are they specific, so that progress toward achievement can be measured? Are the objectives reasonable in light of the organization’s resources? Are the objectives ambiguous? Do the objectives specify a time frame?

➢Is the firm’s main goal to maximize customer satisfaction or to get as many customers as possible?

Part III. Situation analysis (SWOT Analysis)

➢Is there a strategic window that must be taken into account?

➢Have one or more differential advantages been identified in the SWOT analysis?

➢Are these advantages sustainable against the competition?

A. Internal strengths and Weaknesses

➢What is the history of the firm, including sales, profits, and organizational philosophies?

➢What is the nature of the firm and its current situation?

➢What resources does the firm have (financial, human, time, experience, asset, skill)?

➢What policies inhibit the achievement of the firm’s objectives with respect to organization, resource allocation, operations, hiring, training, and so on?

B. External Opportunities and Threats

➢Social: What major social and lifestyle trends will have an impact on the firm? What action has the firm been taking in response to these tends?

➢Demographics: What impact will forecasted trends in the size, age, profile, and distribution of population have on the firm? How will the changing nature of the family, the increase in the proportion of women in the workforce, and changes in the ethnic composition of the population affect the firm? What action has the firm taken in response to these developments and trends? Has the firm reevaluated its traditional products and expanded the range of specialized offerings to respond to these changes?

➢Economic: What major trends in taxation and income sources will have an impact on the firm?

➢What action has the firm taken in response to these trends?

➢Political, Legal, and Financial: What laws are now being proposed at international, federal,

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