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Category: Business and Industry
Date Submitted: 10/24/2012 08:01 PM
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Table of Contents
I.Situational Analysis……………………………………………………………………………….1A.External Environmental Analysis1.General Environmental Analysis……………………………………………………………12.Industry Analysis – Economic, Social, Political, Technological…………………………….23.Market Analysis………………………………………………………………………………3B.Internal Environmental Analysis1.Evaluation of the Mission……………………………………………………………………42.Evaluation of the Objectives………………………………………………………………….53.Evaluation of the Functional Areasa.Marketing……………………………………………………………………………..6 b.Finance………………………………………………………………………………..7c.Production…………………………………………………………………………….8d.Human Resources……………………………………………………………………..94.Evaluation of Marketing Strategiesa.Target Market…………………………………………………………………………10 b.Product Strategies………………………………………….……… ………………..10c.Pricing Strategies……………… ……………………………………………………11d.Distribution Strategies………………………………………………………………..13e.Promotional Strategies……………………………………….……………………….14i.Advertising Strategies……………………………………………………...14ii.Selling Strategies……………………………………………………………16iii.Public Relations/Publicity Strategies………………………………………..17iv.Sales Promotion Strategies………………..………………………………...18C.Strengths, Weaknesses, Opportunities, and Threats (SWOT) Analysis………………………20II.Identification of the Problem………………………………………………………………….21III.Development of Strategic Alternatives………………………………………………………..21IV.Evaluation of the Strategic Alternatives………………………………………………………22V.Recommendations……………………………………………………………………………..24VI.Implementation……..…………………………………………………………………………25VII.Works Cited…………………………………………………………………………………...28
I.Situation Analysis
Liz Barret launched CanGo in 1996, as a small internet music and book retailer. CanGo hasgrown into an entertainment focused ecommerce site with products that include books, CDs, andonline games. Gen Xers comprise CanGo’s primary audience with some presence of Baby Boomersand Gen Yers. With a successful IPO...