Introduction

Question 1

What is the corporate mission?

Answer 1

= The purpose or definition of business

-> The means to achieve the mission must be defined. (-> for example: consumer & value, competition, market,…)

-> It is necessary to define that the company will have certain goals & strengts for certain customers & in what direction in the future. -> Core contents = mission

Question 2

What is the difference between vision and mission?

Answer 2

Mission= Influence that companies want to exercise, indicating what to offer to costumers

Vision= future image, long-term ambitions, product of imagination of the most ideal future of the company

Question 3

What is comprehensive analysis?

Answer 3

” to where are we going from here”
- determine current location (situation analysis)
- determine the final destination (goal setting)

Question 4

What is corporate resource analysis?

Answer 4

Main target= understand strenghts & weaknesses exists compared to competitors

Question 5

What is macro environment analysis?

Answer 5

purpose= identify market opportunities & threats
- environmental scanning -> changes environment -> what is direcly related to specific comapany?

• predict changes
• create cornerstone of the strategy

Question 6

MARKET ANALYSIS: supply analysis

Answer 6

understanding supply situation in existing market
- primary purpose= secure holistic view of the market
- prediction future market size