Flow Chart Description

Diagnosis: Long-term evaluation (3 years)

Define the business - information gathering

• Environmental analysis
• Customer analysis
• Competitor analysis
• Internal analysis

Decision Point

Decisions: Short-term evaluation and annual assessment

Mission & Objectives

• Profit
• Volume
• Stability
• Non-Financial

Competitive Strategies:

• Differentiation
• Cost Leadership
• Focus

Marketing Strategies:

• Increase the number of users
• Increase the rate of purchase
• Retain current customers
• Acquire new customers

Marketing Programs:

• Product
• Distribution
• Promotion
• Pricing