Strategic Planning in the Small Business

Unit 1

HO

1-2 (continued)

COMPETITION

Describe Major

Competitors

e Name, Address,

Telephone

Compare the

Business to

Its Major Competition

• Image

• What are
  both the physical
  appearance
  and the reputation

in community?

"

Location - How

convenient

for customer access?

(distance,

traffic, parking,

visibility)

" Layout

• How well does
  floor space
  serve customers?

" Atmosphere

• Are the
  feelings evoked
  in customers
  appropriate for

type of business?

" Products -

How complete

are product

lines and name

brands in

store?

"

Services - What

are the quantity

and quality

of services offered?

" Pricing

• If all else
  is equal, how
  compare on
  prices?

*

Advertising -

Do advertising

media used reach

target market?

"   Sales

Methods -

What selling

techniques used

once customer

is on

site?

List Changes
Planned to
Improve Competitive
Position

" Image

• Services

" Location

e

Pricing

" La'out

• Advertising

"

Atmosphere

* Sales

Methods

"

Products

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