营销专题研究必读.pptVIP

MARKETINGCASE STUDY 2004.3 CASE STUDY FRAMEWORK Introduction External analysis-Macro External analysis-Micro Internal analysis SWOTI analysis Redefinition of the problem Goal Alternative solutions Motivated choice Implementation Marketing environment analysis Macro environment analysis (External) Micro environment analysis (External) Internal environment analysis External analysis:Macro Micro PEST analysis Five forces analysis Consumer analysis Supplier analysis Stakeholder analysis Political/legal Monopolies legislation Environmental protection laws Taxation policy Employment laws Govern