Unit 6
HO 6-1
Recommended
CBA Strategic Plan Outline
- Tabhe of
Contents
- Executive
Summary
This should be a brief
statement which uses clear, simple, concise
language. It should
keep the reader's
attention and develop interest. It
should include the following:
0
Company
background
* Mission
statement
*
Primary goals
*
Products/Services
* Market
segment(s) served
- Situation Analysis
This section
should enable the reader to understand
the current internal and external
situation
faced by the firm. It answers
the following question:
* What are the firms major
strengths, weaknesses, opportunities
and threats?
Remember, the answer
to this question should be distilled
from having
systematically examined the (1) inte-nal
strengths and weaknesses of the
business
by SBU and by functional
area, i.e. administration, business/finance,
personnel,
production, operations
and marketing, and (2) external
opportunities and threats
facing the firm by
SBU and overall.
After completing
the SWOT analysis, you should
be able to answer the following types
of questions:
" In what industry
does the firm operate, and what are
the primary characteristics
of the industry? (External)
- What is the size of
the market, and what are the major
trends impacting the
market? (External)
" Who are the primary
competitors in the market, and what
are their competitive
advantages? (External)
* What are
the firms gross and operating margins?
(Internal)
Clearly, the most important
element of your detailed SWOT
analysis should focus on the
external market!
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