Sta 7 S

Hard | | Check list | Description | Interpretation | Rating |

| Structure (Fleisher & Bensoussan, 2007) | Structure of managementHierarchy Co-ordinated activities | No clarification of department headsNo hierarchy No co-ordination | STA doesn’t have anybody allocated as the head of marketing head who can make decisions and communicate with other departmentsThere is no hierarchy mentioned*There seems to be no interdepartmental co-ordination. The organisation of activities is poor*. | WeaknessWeakness |

| Strategy (Fleisher & Bensoussan, 2007) | Market conditionDelivering resourcesPlan Budget | Adapting to market changeUsing its resources and capabilities Strategy is based on building a lifestyle brandGaining appropriate budget | *They don’t show any change in their market strategy. Not following the latest trend in I.T.*The resources, mainly human resources, are not used efficiently for maximum increase of revenue. As no other resources e.g. IT resources available.Although their strategy is based on building a lifestyle brand STA has not clearly mentioned on how they are going to achieve it. There is no proper strategy focused on budgeting different department | WeaknessWeaknessweaknessWeakness |

| Systems (Fleisher & Bensoussan, 2007) | I.TCustomer relation management | Use of technology CRM capability | Although STA has tried to increase their sales through internet only 9% of total sales were transacted on-line Although STA indicate the use of CRM, they have not been able to integrate it to its distribution channels to gain more business. As figures shows more than 50% of business comes through word of mouth. | WeaknessWeakness |

Soft | Shared values (Fleisher & Bensoussan, 2007) | Core values (Kotler, 2000)Fundamental Values (Kotler, 2000) | Providing outstanding product opportunities and excellent customer serviceFunctional, Affordable and Global | 80% of STA customers prefer it because of their product which offers...