The environment being considered is both the internal and external. Internally this may include products and services offered, financial resources, facilities, labor resources, and management depth. Externally this may include the ecological environment, technologies, laws, the economy in general, and those aspects that impact the organization s market such as political and social forces. The following questions might help highlight areas for sector analysis. The market is all clients current and potential.
Market analysis covers both qualitative and quantitative data.
Qualitative data might include structure of client requirements, their motivation for purchasing, purchasing procedures and market power of competitors. If necessary, individual and summary forms can be created based on the following template. Having discussed the scope of the necessary Environment, Sector, and Market Analyses, the next step is to proceed with the analysis. Suggestions for each of the three areas are listed in the table on the following page. Note, these are simply suggestions, the worksheet should be drawn up in keeping with your organization s individual situation.