Unit 19 - Marketing Planning Assignment HND Business and Marketing Level 5

Table Table of Content

M A R K E

PAT HW AY UNI T 19 – MAR KETI NG PLA NNI NG STU DEN T NU

Avn!" K#t H#an

Unt 19 – Ma#$etn% Plannn% St&'ent N&(be# ) 1*+1*

Ta!$ Ta!$ 1 – Co(,ln% Ma#$etn% A&'t!-----------------------------------A&'t!------------------------------------------------------------------------------------------------------. . 1-1/ C"an%n% Pe#!,e0tve! n Ma#$etn% Plannn%---------------------------------------------. 1-/ Ca,ablt2 of Plannn% 3&t&#e Ma#$etn% A0tvt2-----------------------------------------. 1--1/ Mana%e#al Ca,ablt2-----------------------Ca,ablt2----------------------------------------------------------------------------------------------------------------------------- . 1--/ 3nan0al Ca,ablt2-------------------------------------------------------------------------------4 1--./ 5,e#atonal Ca,ablt2-----------------------Ca,ablt2--------------------------------------------------------------------------------------------------------------------------- 4 1--4/ H&(an Re!o�e Ca,ablt2------------------------------------------------------------------4 1--6/ 7#an' Ca,ablt2----------------------Ca,ablt2---------------------------------------------------------------------------------------------------------------------------------------------- 4 1-./ Te0"n8&e! Te0"n8&e! fo# 5#%an!atonal A&'tn% an' 3a0to#! 3a0to#! T"at Ae0t Ma#$etn% Plannn% ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------ 6 1-.-1/ SW5T Anal2!!------------------------Anal2!!------------------------------------------------------------------------------------------------------------------------------------------------- 6 1-.-/ PESTLE Anal2!!------------------------------------------------------------------------------------: 1-.-./ Po#te#;! 6 3o#0e!---------------------3o#0e!----------------------------------------------------------------------------------------------------------------------------------------------- + 1-4/ NI 5#%an!aton! 5ve#0o(e T"e!e 7a##e#!-------------------------------------------7a##e#!--------------------------------------------1* 1* --1/ Ta0t0al Ta0t0al an' St#ate%0al Conf&!on-------------------Conf&!on ----------------------------------------------------------------------------------------1* 1* --/ I!olatn% t"e Ma#$etn% 3&n0ton f#o( 5,e#aton!-------------------------------1* --./ Conf&!on 7et>een Ma#$etn% 3&n0ton an' Ma#$etn% Con0e,t---------1* Ta!$ Ta!$ . – 3o#(&latn% 3o#(&latn% a Ma#$etn% Plan-------------------------------Plan-------------------------------------------------------------------------------------------------11 11 .-1/ W#tn% a Ma#$etn% Plan----------------------------------------Plan-------------------------------------------------------------------------------------------------------------11 11 .-1-1/ E?e0&tve S&((a#2----------------------------------------------------------------------------11 .-1- ) Anal2!! of t"e Ma#$et-----------------------------------Ma#$et---------------------------------------------------------------------------------------------------------11 11 Nee'! b2 Se%(ent-----------------------------------------------------Se%(ent------------------------------------------------------------------------------------------------------------------- 11 Se%(ent Potental----------------------------Potental------------------------------------------------------------------------------------------------------------------------------------------- 11 Anal2!! of C&##ent an' Potental Co(,etto#!-------------------------------------------1 .-1-./ Plannn% fo# Ma#$etn%------------------------------------------------------------------------1. .-/ E!!entalt2 of Ma#$etn% Plannn% n St#ate%0 Plannn%---------------------------14 .-./ Te0"n8&e! Te0"n8&e! fo# P#o'&0t Develo,(ent-------------------------------------------------Develo,(ent-------------------------------------------------------------16 16 .-.-1/ P#o'&0t St#ate%2-------------------St#ate%2------------------------------------------------------------------------------------------------------------------------16 ----------------------16 .-.-/ P#o'&0t Develo,(ent P#o0e!!e! an' Te0"n8&e!----------------------------e0"n8&e!--------------------------------1: ---1: @Pa%e



Avn!" K#t H#an Unt 19 – Ma#$etn% Plannn% St&'ent N&(be# ) 1*+1* 3&2 3#ont 3#ont En' P#o0e!!------------------------P#o0e!!------------------------------------------------------------------------------------------------------------------------------ 1+ An!o;! Mat#?-------------------------------------------------------------------------------------------1+ .-4/ .-4/ P#0n% P#0n% St#ate St#ate%2 %2 B3nan B3nan0a 0al! l! D!t#b&t D!t#b&ton on C"annel C"annel! ! an' Co((&n Co((&n0a 0ato ton n M?

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.-4-1/ P#0n% St#ate%2---------------------St#ate%2--------------------------------------------------------------------------------------------------------------------------------------------- 1= 3nan0al!---------------------------------------------------------------------------------------------------19 .-4-/ D!t#b&ton C"annel! an' T#an!,o#t---------------------------------------------------19 .-4-./ Co((&n0aton M?--------------------------------------M?----------------------------------------------------------------------------------------------------------------- * .-6/ 3a0to#! Ae0tn% I(,le(entaton of Ma#$etn% Plan--------------------------------- Ta!$ Ta!$ 4 – Et"0al I!!&e! n Ma#$etn%--------------------------------Ma#$etn%-------------------------------------------------------------------------------------------------------- 4 4-1/ Et"0al I!!&e! an' Ho> T"e2 In&en0e Ma#$etn% Plannn%-----------------------4 4-1-1/ Et"0! of t"e Ma#$etn% M?-----------------------------------------------------------------4 P#o'&0t-------------------------------------------------------------------------------------------------------4 P#0e-----------------------------------------------------------------------------------------------------------4 Pla0e------------------------------------Pla0e----------------------------------------------------------------------------------------------------------------------------------------------------------------------------- 6 P#o(oton---------------------------------------------------------------------------------------------------6 4-/ Ho> 5#%an!aton! Re!,on' to Et"0al I!!&e!-------------------------------------------6 C"l' Labo&#--------------------------------------------------------------------------------------------------6 T#an!,a#en02------------ T#an!,a#en02-------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- : 4-./ Ee0t of Con!&(e# Et"0! on Ma#$etn% Plannn%-------------------------------------: Refe# efe#en en0e 0e!------------------!------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- =

.@Pa%e





Ta! Ta!$ $ 1 – Co(, Co(,l ln n% % Ma#$ Ma#$et etn n% % A& A&' 't! t! 1-1/ C"an%n% Pe#!,e0tve! n Ma#$etn% Plannn% NIo#l';! (o!t #e0o%n!e' !$n0a#e an' bea&t2 b#an'! nt#o'&0e' n 1911- In 199= NIa! la&n0"e' e?0l&!vel2 fo# (ale !$n0a#e ,#o'&0t! an' n t"e 1* 2ea#! lea'n% f#o( t! la&n0" t"e (a#$et fo# !&0" ,#o'&0t! >a! >o#t" F11+(llonUnfo#t&natel2 t"e val&e of (ale !$n0a#e ,#o'&0t! >a! >o#t" onl2 F49(llon fo# NI"2 n **= NIent t"#o&%" a 0o(,lete #e)la&n0" of t"e b#an' an' !&b!e8&entl2 >ent t"#o&%" a >"ole ne> (a#$etn% 0a(,a%n BT"e T(e! 1** **9Plannn% fo# a ne> (a#$etn% !t#ate%2 o# ,lan nvolve! ta$n% a(! an' obe0tve! of t"e o#%an!aton an' fo#(n% a !e#e! of a0tvte! >"0" (a$e! !&#e t"at t"e a(! an' obe0tve! a#e (et !&0entl2!&0entl2- T"e len%t" len% t" of t(e fo# a (a#$etn% ,lan 0an 'e,en' on t"e a(! an' obe0tve! of t"e 0o(,an2 b&t &!&all2 a0tvte! !,annn% t"e ne?t one to ve 2ea# 2ea#! ! a#e a#e (,le( (,le(en ente te' ' an' an' ,lann ,lanne' e' fo# fo#- A (a#$ (a#$et etn% n% ,lan ,lan &!&al &!&all2 l2 0on! 0on!!t !t! ! of t"e t"e follo>n%/ SW5T Anal2!! to a!!e!! t"e b#an' o# b&!ne!! 5be0tve! of t"e b&!ne!! o# b#an' Ma#$etn% !t#ate%2 fo# "o> t"e obe0tve! >ll be a00o(,l!"e' Sale Sale! ! fo# fo#e0a! e0a!tt – "o> "o> (&0" (&0" t"e t"e !ale !ale! ! ! e?,e e?,e0t 0te' e' to n0# n0#ea ea!e !e b2 afte afte## t"e t"e (,le(entaton of t"e (a#$etn% ,lan 7&'%et all t"e a0tvte! an' %&#e o&t t"e nan0n% of t"e ,lan Eval&aton of "o> t"e o&t0o(e! of t"e ,lan >ll be (ea!&#e' an' (onto#e' fo# f&t&#e event&alte! • • • •

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T"e#e "a! been a !"ft n t"e (a#$etn% !t#ate%e! fo# NIa! ,#(a#l2 fa!"on (a%ane! an' f#ee !a(,le! '&e to t"e l(te' &!e an' la0$ of te0"nolo%0al (ean!- Soon afte# n t"e 199*;! t"e#e >a! a %#eate# avalablt2 of t"e te0"nolo%2 an' "en0e NIt" ,#e!! a've#t!n% an' ,#o'&0t !a(,le! B7&!ne!!Ca!eSt&'e! **9- 5ne of t"e b%%e!t 0"an%e! fo# NIa! >a! a (? (? of abov above e an' an' belo belo> > t"e t"e lne lne te0" te0"n n8& 8&e! e! one one of >" >"0 0" " >a! >a! fo#( fo#(n n% % a #elaton!", >t" (ao# !,o#tn% lea%&e! !&0" a! t"e Po>e# Lea%&e to 0#eate a ,o!tve (a%e fo# (ale !$n0a#e-

1-/ Ca,ablt2 of Plannn% 3&t&#e Ma#$etn% A0tvt2 NIe 0an 0an b#ea b#ea$ $ t 'o>n 'o>n nto nto 6 0ate%o#e! >"0" 0an %ve an n!%"t nto "o> 0a,able NI!/

1--1/ Mana%e#al Ca,ablt2 A! ,a#t of t"e# t"e# Co#,o#a Co#,o#ate te Gove#n Gove#nan0 an0e e NI"o!e >"o!e (ana (ana%e# %e#a all !t#& !t#&0t 0t&# &#e e !ta#t !ta#t! ! >t" >t" t>o t>o 4@Pa%e



Avn!" K#t H#an Unt 19 – Ma#$etn% Plannn% St&'ent N&(be# ) 1*+1* e?e0& e?e0&tve tve (ana%e (ana%e(en (entt boa#'! boa#'! – E?e0& E?e0&tv tve e an' S&,e#v! S&,e#v!o#2 o#2 ,#ov' ,#ov'n% n% bot" bot" a '&al '&al (ana%e(ent an' !&,e#v!o#2 !t#&0t&#e a! >ell a! e0en02 bet>een t"e!e boa#'! ben% ba!e' on 0ontn&o&! 0o((&n0aton! B7ee#!'o#f *1:- S"a#e"ol'e#! al!o "ave a !a2 '&#n% t"e %ene#al (eetn%! t"at "a,,en ann&all2 an' t"e2 %et to "ave a !a2 n t"e 0o(,an2 'e0!on!- A! fa# a! (a#$etn% 0a,ablte! a#e 0on0e#ne' t"e2 "ave a !ol' fo&n'aton on >"0" to #e,o#t t"e (a#$etn% f&n0ton! an' !t#ate%e! an' t"e above bo'e! a#e e8&all2 0o((tte' to t"at-

1--/ 3nan0al Ca,ablt2 3nan0al 0a,ablt2 ! all abo&t "avn% !&0ent nan0al #e!o�e! to #&n t"e o,e#aton! of a 0o(,an2- 7ee#!'o#f "ave an e?ten!ve nte#nal 0ont#ol !2!te( >"e#e t"e# a00o&nt! an' nan0al %&#e! a#e n'e,en'entl2 (onto#e' an' t"e nan0al !tate(ent! a#e (a'e a! #elabl2 a! ,o!!ble to #ee0t t"e a,,#o,#ate ,#o%#e!! of t"e 0o(,an2 B7ee#!'o#f *16- T"e2 al!o "ave a nan0al #!$ (onto#n% t"#o&%" 0&!to(e# #elaton! (onto#n% a! >ell a! a0tve a00o&nt! #e0evable (ana%e(entA total of 16( E&#o! >e#e !,ent on t"e# #e!ea#0" an' 'evelo,(ent '&#n% t"e# ,e#o' of nan0al #e,o#tn% an' t"e# !ale! an' o,e#atn% (a#%n! >e#e .( E&#o! "%"e# t"an ,#evo&! 2ea#! an' 1-:J #e!,e0tvel2#e!,e0tvel2All n all NIell a! "avn% a,,#o,#ate 0o!t !t#&0t&#e! to 0a##2 o&t t"e# (a#$etn% ,lan! an' !t#ate%e! n t"e f&t&#e-

1--./ 5,e#atonal Ca,ablt2 NIt" an &(b#ella of 0o(,ane! #e,o#t t"e# o,e#aton! to 7ee#!'o#f >"o ,&bl!" t"e# !ale! an' ,#ot! ea0" 2ea#- Ea#le# n *1: 7ee#!'o#f #e,o#te' a 16J n0#ea!e n t"e# ,#ot! '&e to t"e !t#on% !ale! of NIe#e obtane' '&#n% a ,e#o' of 0"allen%n% e0ono(0 0on'ton!- All #e%on! >"e#e t"e!e ,#o'&0t! a#e !ol' #e,o#te' of e?0ellent !ale! %&#e! >t" t"e "%"e!t ,e#fo#(e# ben% n Latn A(e#0a-

1--4/ H&(an Re!o�e Ca,ablt2 7ee#!'o#f t"e o>ne#! of NI"0" 'ene! t"e 0o&#!e ben% a'o,te' to !olve 0"allen%e! n t"e f&t&#e an' &!n% t"e( to #ea0" t"e %oal!; BHe'en#e0" *1.- A! >ell a! t"! t"e #ole of t"e# e(,lo2ee! ! e(,"a!e' fo# t"e lon% te#( !&00e!! of t"e 0o(,an2 an' all "&(an #e!o�e 'e0!on! a#e ta$en n lne >t" t"e# Co#e "0" &nte all e(,lo2ee! a0#o!! va#o&! f&n0ton! 0o&nt#e! an' "e#a#0"e! T"e2 al!o en0o&#a%e t"e , #o(oton of a >o#$n% env#on(ent fo# e(,lo2ee! to !"o> not onl2 t"e# !$ll! an' ,otental b&t al!o "o> t"e2 0an 'evelo, o,,o#t&nte! f&#t"e# BPllat" et al- *16- T"! ! !o(et"n% t"at en0o&#a%e! e(,lo2ee 0o((t(ent an' "el,! to (a$e NI




It ! fo# t"! an' t"e above #ea!on! t"at NI
1--6/ 7#an' Ca,ablt2 NIll "ave a b#an' 0a,ablt2 to !et&, an2 f&t&#e (a#$etn% ,lan! fo# t"e# f&t&#e ,#o'&0t!- T"e2 "ave !o&n' b#an' val&e! an' t"e!e a#e n0o#,o#ate' &n'e# all t"at t"e2 'o an' (a$e-

1-./ Te0"n8&e! fo# 5#%an!atonal A&'tn% an' 3a0to#! T"at Ae0t Ma#$etn% Plannn% An o#%an o#%an!a !ato tona nall a&'t a&'t ! a fo#( fo#(al al a0t a0tvt vt2 2 a(e a(e' ' at #ev #eve> e>n% n% t"e t"e !2!t !2!te( e(! ! an' an' (e0"an!(! of a b&!ne!!- Rat"e# t"an loo$n% fo# e##o#! t"e o#%an!atonal a&'t ! a(e' at (,#ove(ent an' #!$ (ana%e(ent of t"e !2!te(! an' (e0"an!(! of t"e b&!ne!! B7NG *14*14- n t"e o#%an!aton nto 0ate%o#e! o# l!t! &!t l$e t"e follo>n% . te0"n8&e!/

1-.-1/ SW5T Anal2!! 5ne of t"e (o!t 0o((onl2 0o((onl2 &!e' te0"n8&e! &!e' b2 o#%an!ato o#%an!aton! n! '&#n% a&'t ! SW5T anal2!!- T"! ! 0on!'e#e' t"e #!t !ta%e of ,lannn% fo# (a#$ete#! an' t "el,! '&#n% t(e! >"e#e t"e2 nee' to fo0&! on $e2 !!&e!- SW5T ! an a0#on2( (a'e &, of 4 "ea'n%!/ St#en%t"! Po!tve nte#nal fa0to# Wea$ne!!e! Ne%atve nte#nal fa0to# 5,,o#t&nte! Po!tve e?te#nal fa0to# T"#eat! Ne%atve e?te#nal fa0to# •

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T"e ,&#,o!e of t"! anal2!! ! to %ve o#%an!aton! a 0"an0e to t&#n t"e# >ea$ne!!e! nto !t#en%t"! an' t"e# t"#eat! nto o,,o#t&nte! BMa#$etn%Tea0"e# *1.- Don% !o >ll not onl2 enable o#%an!aton! to "ave a bette# ,0t&#e of t"e# o,e#aton! b&t >ll al!o n0# n0#ea ea!e !e t"e t"e val& val&e e fo# fo# 0on! 0on!&( &(e# e#! ! of t"e t"e o#%a o#%an n!a !at ton on t"e# t"e#eb eb2 2 n0# n0#ea ea! !n% n% t"e t"e## 0o(,ettve a'vanta%e T"e#e a#e !eve#al #&le! to follo> >"en 0a##2n% o&t a SW 5T anal2!! >"0" 0an "el, (a$e t (o#e ee0tve to (,le(ent/ • • • •

A,,l2 t"e anal2!! n #elaton to t"e o#%an!aton;! 0o(,etton Kee, t"e anal2!! !"o#t an' !(,le- 5ve# 0o(,l0atn% >ll 0#eate ,#oble(! St#en%t"! an' >ea$ne!!e! of t"e o#%an!aton !"o&l' be #eal!t0 D!tn%&!"n% bet>een >"e#e t"e o#%an!aton 0&##entl2 ! an' >"e#e t >ll be n t"e f&t&#e ! (,o#tant '&#n% SW5T anal2!! :@Pa%e





A! 0o((on a! t"! te0"n8&e ! fo# an a&'t of an o#%an!aton SW5T anal2!! "a! a n&(be# n&(be# of l(tat l(taton on! ! >"0" >"0" 0an be #e!olv #e!olve' e' &!n% POWER SW5T BMa#$etn%Tea0"e# *1./ •

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Pe#!onal E?,e#en0e – T"e ,e#0e,ton! of t"e (a#$etn% (ana%e# alone >ll (,a0t SW5T a! >ell a! t"e e?,e#en0e! !$ll! an' $no>le'%e bo&%"t to t"e a&'t 5#'e# 5#'e# – In !o(e !o(e !t&at !t&aton! on! (a#$e (a#$etn% tn% (ana%e#! (ana%e#! >ll #eve#!e #eve#!e SW5T SW5T !&0" !&0" t"at t"at !t#en%t"! an' o,,o#t&nte! an' t"#eat! an' >ea$ne!!e! a#e %#o&,e' to%et"e#to%et"e#- T"e #ea!on fo# t"! ! t"at t"e lne bet>een nte#nal !t#en%t"! an' >ea$ne!!e! an' e?te#nal o,,o#t&nte! an' t"#eat! ! '0< to !,otWe%"tn% – &te often t"e 4 "ea'n%! of a SW5T anal2!! a#e not >e%"te'So(e a!,e0t! >ll be (o#e 0ont#ove#!al t"an ot"e#! !o t ! (,o#tant to >e%" t"e fa0to#! o&t &!n% ,e#0enta%e!E(,"a!n% Detal – T"e level of 'etal an' #ea!onn% ! &!&all2 ab!ent f#o( a SW5T anal2!!- In (o!t 0a!e! t"e#e a#e one >o#' anal2!e! of ea0" "ea'n%- 3o# e?a(,le e?a(,le 0on!' 0on!'e# e# o,,o#t o,,o#t&nt &nte! e! – &n'e# &n'e# t"! "ea'n% "ea'n% t"e o#%an o#%an!at !aton on >#te! >#te! '!0o&ntn%;- T"! ! not eno&%" to e?,lan >"2 '!0o&ntn% ! an o,,o#t&nt2 fo# t"e o#%an!aton- E?,lann% t"e 0onte?t of ea0" !&b"ea'n% >ll "el, to !0o#e an' >e%" ea0" ele(ent a00o#'n% to "o> (,o#tant ea0" one !Ran$ an' P#o#t!e – T"e a''ton of e?,lanaton! fo# ea0" "ea'n% lea'! on to %vn% %vn% t"e SW5T anal2! anal2!! ! a 'ee,e# 'ee,e# (eann% (eann%-- In ot"e# ot"e# >o#'! >o#'! t"e o#%an o#%an!a !ato ton n !"o&l' !ele0t !,e00 fa0to#! >"0" >ll %#eatl2 n&en0e t"e obe0tve! of t"e o#%an!aton >t" a (? of !t#en%t"! >ea$ne!!e! o,,o#t&nte! an' t"#eat!P#(a#l2 t"e#e ! a #an$n% !2!te( t"at ! nee'e' n >"0" SW5T "ea'n%! o a#e #an$e' "%"e!t to lo>e!t-

1-.-/ PESTLE Anal2!! Anot"e# (et"o' &!ef&l fo# a&'tn% an o#%an!aton ! PESTLE anal2!!- Man2 e?te#nal fa0to#! fa0to#! (a2 "ave an (,a0t on o,e#aton! of a b&!ne!! an' a! !&0" t"e (,l0aton! (,l0aton! of t"e!e fa0to#! (&!t be &n'e#!too'- PESTLE ! an a0#on2( 0o(,#!e' of t"e follo>n% "ea'n%! B3ME *1./ • •

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Polt0al – a#e t"e#e an2 $e2 ,olt0al fa0to#! E0ono(0 – a#e t"e#e an2 (,o#tant e0ono(0 0"an%e! t"at 0o&l' (,a0t t"e b&!ne!! So0 So0ol olo% o%0a 0all – >ll >ll a 0"an 0"an%e %e n 0<& 0<&#e #e b#n% b#n% abo& abo&tt a 0"an 0"an%e %e n t"e t"e b&!n b&!ne! e!! ! o,e#aton! Te0"nolo%0al Te0"nolo%0al – >ll te0"nolo%0al a'van0e(ent! ae0t t"e >a2 t"at t"e o#%an!aton #&n! Le%al – ! t"e#e an2 0&##ent o# f&t&#e le%!laton t"at (a2 (,a0t t"e b&!ne!! Env#on(ental – 'oe! t"e#e nee' to be a 0on!'e#aton fo# t"e env#on(ent

Unl$e Unl$ e SW SW5T 5T anal anal2! 2!! ! t"e t"e 'ea 'ea of 0ate 0ate%o %o#! #!n n% % an' an' #an$ #an$n% n% 'oe! 'oe! not not "ave "ave (&0" (&0" (,o#tan0e "e#e- T"e a( of PESTLE ! to l!t a! (an2 fa0to#! a! ,o!!ble- It 0o&l' be t"at +@Pa%e



Avn!" K#t H#an Unt 19 – Ma#$etn% Plannn% St&'ent N&(be# ) 1*+1* a fa0to# fall! &n'e# t>o of t"e PESTLE "ea'n%! b&t t"e (,o#tant t"n% "e#e ! to 0on!'e# t"e (,a0t #at"e# t"an '>elln% on t#val (atte#! !&0" a! t"at- In t"e 0onte?t of a >'e# ,0t&#e PESTLE 0an be 0o(bne' >t" e?te#nal (0#o)env#on(ental fa0to#! an' nte#nal '#ve#! to be 0la!!e' >t" o,,o#t&nte! an' t"#eat! n a SW5T anal2!!Con!'e#n% t"at t"! (et"o' nvolve! l!tn% fa0to#! t"at ae0t t"e b&!ne!! t"e#e ! !tll a !te, b2 !te, (et"o' to a'o,t >"en &!n% t"e PESTLE (et"o'- T"! ! $no>n a! t"e PESTLE Anal2!! P#o0e!! an' t ental! t"e follo>n% B3ME *1./ • • •

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7#an!to#(n% an' l!tn% $e2 !!&e! not >t"n t"e 0ont#ol of t"e o#%an!aton Gene#0all2 'entf2n% (,l0aton! of ea0" !!&e Ratn% ea0" of t"e( to t"e (,o#tan0e of t"e o#%an!aton B0#t0al (,o#tant (o'e#ate n!%n0ant Ran$n% t"e l$el"oo' of ea0" one o00&##n% B0e#tant2 e?t#e(el2 l$el2 l$el2 #e(ote ,o!!blt2 (,o!!ble Con!'e#n% (,l0aton! of t"e !!&e! f t"e2 '' o00&#

Wt" an2 (et"o' of a&'tn% an o#%an!aton t"e#e a#e a'vanta%e! an' '!a'vanta%e! to 0on!'e# >"et"e# t ! t"e (o!t !&table (et"o' fo# t"e o#%an!aton to &!e B3ME *1./

Advantages Simple and easy to use framework of analysis Reduces impact and eects of potential threats to the organisation Provides a mechanism for the organisation to identify and implement new opportunities Encourages strategic thinking within the organisation

Disadvantages Organisations Organisations run the risk of oversimplifying oversimplifying the information used in making decisions his process is one that should !e implemented on a regular !asis " organisations often do not do this Access to decent information is lacking if organisations would not want to spend the time or the money to collate it #sers of a PES$E analysis should not gather too much information so as to forget a!out the o!%ective of using such an analysis tool

1-.-./ Po#te#;! 6 3o#0e! Anot" Anot"e# e# (et"o (et"o' ' of a&'t a&'tn% n% an o#%a o#%an! n!at ato on n ! to &!e &!e Po#te o#te#; #;! ! 3ve ve 3o#0e o#0e! ! Mo'el Mo'el-Develo,e' b2 Ha#va#' 7&!ne!! S0"ool;! M0"ael E- Po#te# n 19+9 t"! (o'el loo$! at 6 ve#2 !,e00 fa0to#! t"at "el, to 'ete#(ne f a b&!ne!! 0an #&n #& n n ,#ot 0o(,a#e' to t"e ot"e# b&!ne!!e! n t"e n'&!t#2- In ot"e# >o#'! t"! (o'el ! ba!e' on anal2!n% ot"e# =@Pa%e



Avn!" K#t H#an Unt 19 – Ma#$etn% Plannn% St&'ent N&(be# ) 1*+1* b&!ne!!e! n #elaton to t"e o#%an!aton – 0o(,etton ! a b% a!,e0t of t"! (o'el- In a Ha#va#' 7&!ne!! Reve> a#t0le Po#te# e(,"a!e' t"e (,o#tan0e of t"! (o'el/ &#nderstanding the competitive forces' and their underlying causes' reveals the roots of an industry(s current pro)ta!ility pro)ta!ility while providing a framework for anticipating and in*uencing competition +and pro)ta!ility, over time- BPo#te#

**= T"e ve fo#0e! of Po#te#;! (o'el 0#&0all2 %ve &n'e#!tan'n% of t"e 0o(,ettve fo#0e! an' t"e n'&!t#2 !t#&0t&#e !t#&0t&#e fo# ee0tve 'e0!on (a$n%- T"o!e ve fo#0e! fo#0e! a#e a! follo>! follo>! BA#lne *16/ 1- .ompetitive Rivalry – t"! fo#0e! anal2!e! "o> la#%e o# nten!e t"e 0o(,etton ! n t"e (a#$et >"0" ! la#%el2 'ete#(ne' b2 t"e n&(be# of 0o(,etto#! an' t"e# 0a,ablt2 to 0a##2 o&t b&!ne!!- H%" #val#2 o00&#! >"en t"e#e a#e ve#2 fe> b&!ne!!e! !elln% t"e !a(e ,#o'&0t t"e n'&!t#2 ! e?,an'n% an' >"en t"e 0on!&(e# !ee$! o&t an alte#natve 0o(,etto# fo# a f#a0ton of t"e 0o!t - /argaining Power of Suppliers – t"! fo#0e loo$! at "o> (&0" ,o>e# a !&,,le# "a! an' "o> (&0" 0ont#ol t"e2 "ave ove# #a!n% t! ,#0e! >"0" (a2 lo>e# t"e ,#ot level! of a b&!ne!! .- /argaining Power of .ustomers – t"! fo#0e loo$! at t"e ,o>e# of t"e 0on!&(e# >"0" 0o&l' ae0t ,#0n% an' 8&alt2- W"en 0on!&(e#! a#e n !"o#t 8&antt2 t"e2 "ave a %#eate# ,o>e# to n&en0e ,#0e an' 8&alt2 b&t >"en t"e#e a#e lot! of !elle#! t (a$e! t ea!e# fo# t"e 0on!&(e# to !>t0" to anot"e# b&!ne!! to f&ll t"e# nee'! 4- hreat of 0ew Entrants – t"! fo#0e loo$! nto "o> ea!2 o# "o> '0< t ! fo# ne> b&!ne!!e! to ente# t"e (a#$et- T"e %#eate# t"e level of ea!ne!! n ente#n% t"e (a#$et t"e (o#e #!$ t"e#e >ll be of t"e (a#$et !"a#e of a b&!ne!! 'e,letn%6- hreat of Su!stitute Products or Services – t"! fo#0e !t&'e! t"e level of ea!ne! ea!ne!! ! fo# 0on!&( 0on!&(e#! e#! to (ove (ove f#o( f#o( a b&!ne!! b&!ne!!;! ;! ,#o'&0 ,#o'&0tt to a 0o(,et 0o(,etto to#;! #;! ,#o'&0t- A%an t"e fo#0e loo$! at "o> (an2 0o(,etto#! t"e#e a#e "o> t"e ,#0e an' 8&alt2 0o(,a#e an' "o> (&0" ,#ot t"e2 a#e #a$n% n-

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1-4/ NIn% PESTLE anal2!! ! nten'e' to %ve a b%%e# ,0t&#e of t"e# o,e#aton! &n'e# ea0" of t"e "ea'n%! an' to %ve an ove#all 'ea of >"at t"e b&!ne!! env#on(ent

an' t"e# (,a0t! a#e l$e/

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Ta! Ta!$ $  – 7a# 7a##e# #e#! ! to Ma#$ Ma#$et etn n% % Plannn% -1/ A!!e!!n% t"e Man 7a##e#! to Ma#$etn% Plannn% A! o#%an!e' a! a b&!ne!! (a2 be n ,lannn% fo# t! (a#$etn% !t#ate%e! t"e#e a#e !eve#al ba##e#! t"at (a2 "n'e# t"e ove#all ,#o0e!! of fo#(&latn% a (a#$etn% ,lan- A ba##e# ! t2,0all2 'ene' a! !o(et"n% t"at !lo>! o# "n'e#! t"e ,#o%#e!! of a b&!ne!!;! o,e#aton! an' ! &!&all2 0on!'e#e' to "ave a !%n0ant on t"e b&!ne!!- In a ,a,e# >#tten n t"e Oo&#nal of Ma#$etn% Mana%e(ent 1* of t"e!e ba##e#! >e#e 'etale' an' e?,lane' of >"0" t"e to, . (an ba##e#! a#e e?,lane' "e#e BM0Donal' 19=9/ actical and Strategical .onfusion – t"! ! !o(et"n% t"at often 0a&!e! a %#eat 'eal of 0onf&!on a(on% (a#$ete#! an' PR f&n0ton! to na(e a fe>- S&0" ! t"e ,#oble( t"at t"e (eann% fo# t"e >o#' !t#ate%2; "a! lo!t all (eann% a! n t"e (o'e#n 'a2 eve#2t"n% "a! " a! be0o(e a !t#ate%2!t#ate%2- S&0" e?a(,le! 0o&l' be/ So0al Me'a St#ate%e! o Moble Ma#$etn% St#ate%e! o C&!to(e# En%a%e(ent St#ate%e! o T"e!e a#e n fa0t ta0t0! to "el, !&,,o#t t"e /usiness Strategy1 In ot"e# >o#'! t"e (an !t#ate%e!; a#e >"at >ll "el, to !&,,o#t t"e ove#all obe0tve! of t"e b&!ne!! an' t"e >a2! n >"0" t"e a0"eve(ent of t"e!e obe0tve! >ll o00&# BCole(an *15ne of t"e b%%e b%%e!t !t 2solating 2solating the 3arketing 3arketing 4unction unction from Operatio Operations ns – 5ne ,#oble(! fa0n% t"e fal&#e of (a#$etn% ,lannn% ! t"e belef t"at (a#$etn% ! a f&n0t f&n0to on n 'one 'one;; b2 a (a#$ (a#$et ete# e#-- 5fte 5ften n ! t"e t"e 0a!e 0a!e t"at t"at t"e t"e a,,o a,,ont nt(e (ent nt of a (a#$etn% ,e#!on ! !een a! a la!t (n&te la!t)'t0" e?e#0!e to #e!olve all !!&e! T"e a,,ont(ent a ne> (a#$etn% ,e#!on no> (ean! t"at #e%a#'le!! of "! o !$ll! an' a,tt&'e fo# (a#$etn% t"e 0ont#ol ove# t"e (a#$etn% f&n0ton #e!t! >t" ot"e# ,eo,le n 'e#ent 'e,a#t(ent! -e- ,#o'&0t 'evelo,(ent 0&!to(e# !e#v0e an' ,#0n% , #0n% to na(e a fe>fe> T"! (ean! t"at >"ateve# ! left of t"e ,#o(otonal (? t"e ne> ,e#!on ! o #e!,on!ble fo# t"o!e – >"0" ! "a#'l2 an2t"n% 0on!'e#n% t"at t"e #ole of t"e (a#$ete# ! to "an'le t"e (ao#t2 of t"e (a#$etn% f&n0ton.onfusion /etween the 3arketing 4unction and the 3arketing .oncept – t"! ,a#t0&la# ba##e# ! one >"0" ! (a'e of !eve#al !(alle# ba##e#!- M0Donal' "a' 0lo!e 0onta0t >t" *** !eno# (ana%e#! a 2ea# an' 0a(e to t"e 0on0l&!on t"at t"at t"e# t"e#e e ! a la#% la#%e e 'e,t" 'e,t" of %no# %no#an an0e 0e !&##o !&##o&n' &n'n% n% >" >"at at (a#$ (a#$et etn% n% !!- T"e follo>n% a#e !(alle# ba##e#! bet>een t"e (an ba##e#/ Confusio Confusion n with Sales – an e?a(,le of t"! ! >"en a (ana%n% '#e0to# o ,#o0la(e' t"at (a#$etn% >a! not nee'e' &nle!! !ale! >e#e not0e' n t"e b&! b&!ne ne!! !! – >t" >t"o& o&tt &n'e &n'e#! #!ta tan' n'n n% % t"at t"at (a#$ (a#$et etn n% % ! a $e2 a!,e a!,e0t 0t n n0#ea!n% !ale!o Confusion with Advertising – 8&te a ,o,&la# (!0on0e,ton a(on% (an2 annal! annal! of b&!ne! b&!ne!!e! !e!-- Co(,an Co(,ane! e! l$e l$e D&nlo, D&nlo, an' 7#t! 7#t!" " A#>a2! A#>a2! "ave "ave 'elve#e' a>a#' >nnn% a've#t!e(ent 0a(,a%n! b&t "ave fale' to 'elve# 11 @ P a % e •

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Avn!" K#t H#an Unt 19 – Ma#$etn% Plannn% St&'ent N&(be# ) 1*+1* t"e ,#o'&0t- Man2 b&!ne!!e! b&!ne!!e! !tll beleve t"at e?,en't&#e e?,en't&#e n a've#t!n% ! all t"at ! nee'e' to ta0$le an2 (a#$etn% #elate' ,#oble( o Confusion with Customer Service – a ,"eno(enon $no>n a! t"e Have a N0e Da2; ,"eno(enon ! one t"at ! ,#evalent n all 0o(,ane! t"at 'eal >t" 0&!to(e#! on a 'al2 ba!! 2et t"e b%%e!t 0o#,o#aton! l$e ban$! an' ,&bl0 !e#v0e 0ent#e! a#e ,&(,n% (llon! nto t#ann% ,#o%#a(! to (a$e (a$e !ta (o#e 0&!to(e# f#en'l2 onl2 to $ee, t"e( 0lo!e' >"en t"e 0on!&(e# nee'! t"e( t"e (o!t-

-/ Ho> 5#%an!aton! 5ve#0o(e T"e!e 7a##e#! Al!o n "! lan'(a#$ ,a,e# M0Donal' #e0o((en'e' >a2! to ove#0o(e t"e!e ba##e#! to (a#$etn% ,lannn%- T"e above t"#ee ba##e#! to (a#$etn% ,lannn% a#e !o(e of t"e b%%e! b%%e!tt ob!t ob!ta0 a0le le! ! t"at t"at o#%a o#%an! n!at ato on! n! (a2 (a2 0o(e 0o(e a0#o a0#o!! !! an' an' t"e# t"e#e e a#e a#e !ol&t !ol&ton on! ! to ove#0 ove#0o(e o(e t"e!e t"e!e ba##e# ba##e#! ! !o t"at t"at (o#e (o#e ee0t ee0tve ve (a#$e (a#$etn tn% % ,lannn ,lannn% % 0an ta$e ta$e ,la0e ,la0e BM0Donal' 19=9/

--1/ Ta0t0al an' St#ate%0al Conf&!on Conf&!on bet>een ta0t0! an' !t#ate%2 0an often 0onf&!e a ta0t0al (a#$etn% ,lan >t" a !t#ate%0 ,lan- To To ove#0o(e t"! 0onf&!on t ! #e0o((en'e' to 'evelo, t"e !t#ate%2 #!t !o t"at a 'etale' anal2!! of t"e e?te#nal env#on(ent 0an be 0a##e' o&t- T"! (ean! 0a##2n% o&t Po#te#;! 3ve 3o#0e! 3o#0e! anal2!! SW5T anal2!! PESTLE anal2!! anal2! ! alon% >t" (an2 ot"e# (o'el!- T"e #ea!on fo# t"! ! !(,le – t"e o#%an!aton !"o&l' 'entf2 ve#2 ea#l2 n t"e ,#o0e!! t"e fo#0e! ,#e!ent n t"e e?te#nal env#on(ent an' !"o&l' 'evelo, (n !t#ate%0 #e!,on!e! !,annn% all level! of (ana%e(ent to avo' o&t leavn% (,o#tant fa0to#! an' ee0t! on t"e env#on(entM0Donal' %oe! on to !a2 al!o t"at t"e !t#ate%0 ,lan !"o&l' 0ove# a t(e ,e#o' of bet>een t"#ee to ve 2ea#! an' onl2 >"en t"! ! nal!e' an' a%#ee' &,on t"e ta0t0al (a#$etn% ,lan !"o&l' be enfo#0e' an' 0a##e' o&t >t"n a 2ea#- 5ne of t"e b%%e!t (!ta$e! an o#%an!aton 0an (a$e ! to >#te t"e a0t&al (a#$etn% ,lan an' e?t#a,olate t"e 'ata n o#'e# to (a#$et t"e %oo'! ee0tvel2 – M0Donal' !tate! t"at t"! !"o&l' be avo'e' at all 0o!t! to el(nate t"e #!$ of an2 0onf&!on a#!n% n t"e ,#o0e!!-

--/ I!olatn% t"e Ma#$etn% 3&n0ton f#o( 5,e#aton! Kee,n% t"e (a#$etn% f&n0ton f#o( t"e ove#all o,e#aton! 0an al!o be a b% (!ta$e t"at o#%an!aton! (a$e- T"e %ene#al (!0on0e,ton "e#e ! #elate' to >"at (a#$etn% a0t&all2 !- T"e ab!en0e of a 0o#,o#ate '#vn% fo#0e 'ealn% >t" 0&!to(e# !at!fa0ton (ean! t"at (a#$etn% a#%&(ent! a#e &!ele!!- M0Donal' #ete#ate' t"at >"en t"e "%"e!t (ana%e(ent ! t"#o>n nto t"e 0&!to(e# !at!fa0ton ,#o0e!! t"e# (!ta$e ! to !e,a#ate t"e f&n0ton f#o( t"e ove#all o,e#aton! of t"e 0o(,an20o(,an2- T"e #e0o((en'aton "e#e ! to $ee, t"e (a#$etn% a! nea# to t"e 0on!&(e# a! ,o!!ble- In ot"e# >o#'! fo0&! t"e (a#$etn% on t"e 0on!&(e# !n0e t"at >ll #ete#ate >"at (a#$etn% ! all abo&t an' >"e#eve# ,o!!ble n t"e o#%an!aton (a#$etn% an' !ale! !"o&l' be #e,o#te' to t"e !a(e ,e#!on to avo' !e,a#atn% t"e ent#e (a#$etn% f&n0ton f#o( t"e o,e#aton! of t"e b&!ne!!1 @ P a % e





--./ Conf&!on 7et>een Ma#$etn% 3&n0ton an' Ma#$etn% Con0e,t Dee(e' a! one of t"e b%%e!t ba##e#! to (a#$etn% ,lannn% no o#%an!aton 0an fo#( a (a#$etn% ,lan >t"o&t $no>n% >"at (a#$etn% !- T"e !ol&ton to t"! 0an be ta$en f#o( t"e '0tona#2 'enton of (a#$etn%- M0Donal' !tate! t"at $no>n% >"at (a#$etn% ! la2! t"e fo&n'aton! fo# t"e (a#$etn% ,lan an' >t"o&t t t"e o#%an!aton >ll fal n t"e# (a#$etn% !t#ate%2He !tate! t"at (a#$etn% ! a ,#o0e!! of (ana%e(ent >"e#e #e!o�e! of t"e ent#e 0o(,an2 a#e &!e' to (eet t"e nee'! of t"e 0on!&(e#! to f&ll t"e obe0tve! of t"e ,a#te! nvolve'- T"at ben% !a' "e a''! t"at (a#$etn% ! t"e attt&'e of (n' #at"e# t"an a !e#e! of f&n0tonal a0tvte!;- T"! (ean! t"at n o#'e# to 0lea# t"e 0onf&!on bet>een f&n0ton an' 0on0e,t t ! (,o#tant to e!tabl!" t"e ln$ bet>een t"e t>o an' to &n'e#!tan' t"e 'ee,e# (eann% be"n' (a#$etn% a! a >"ole-

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Ta! Ta!$ $ . – 3o#(& o#(&la lat tn% n% a Ma#$ Ma#$et etn n% % Plan .-1/ W#tn% a Ma#$etn% Plan .-1-1/ E?e0&tve S&((a#2 Tenn! Tenn! ! a b% ,a#t of 7#t!" !,o#tn% "!to#2 >t" 7#tan ben% t"e "o!t of t"e (o!t ,#e!t%o&! tenn! event n t"e >o#l' – t"e W(ble'on C"a(,on!",!- A (? of ,la2e#! f#o( all a#o&n' t"e >o#l' 0o(e to ,la2 an' 0o(,ete n t"e!e 0"a(,on!",! >t" bot" (en an' >o(en 0o(,etn% to >n t"e 0ovete' W(ble'on T#o,"2- A! a #e!< of t"! NIll be t"e !,on!o#! of t"e *1+ W(ble'on C"a(,on!",! an' >ll be 0#eatn% a ne> (a#$etn% ,lan to nte%#ate t"e# !$n0a#e ,#o'&0t! >t" !,o#t >t" t"e 'evelo,(ent of a ne> #an%e of !&n!0#een 0#ea(!- NIll n0o#,o#ate t"e follo>n% !e0ton! n t"e# (a#$ (a#$et etn% n% ,lan ,lan an' an' >ll >ll "o,e "o,e to e?e0 e?e0&t &te e a !&00 !&00e!! e!!f& f&ll (a#$ (a#$et etn% n% 0a(,a 0a(,a% %n n afte afte## (,le(entaton of t"! ,lan-

.-1- ) Anal2!! of t"e Ma#$ Ma#$et et Se%(entaton A,,#oa0" – T"e#e a#e !eve#al >a2! n >"0" NIo#$ o&t a !&table !e%(entn% (et"o'- Se%(entaton of t"e (a#$et nvolve! b#ea$n% 'o>n t"e 0"o!en (a#$et nto !e%(ent! t"at >o&l' (a$e t ea!e# fo# t"e o#%an!aton to na##o> 'o>n an' ,0$ t"e 'eal (a#$et to ta#%et t"e# ,#o'&0t! o# !e#v0e!- T"e#e a#e (an2 (et"o'! o&t t"e#e t"at o#%an!aton! 0an &!e to 0a##2 o&t t"! a0tvt2 B7ennett *14/ P#o'&0t! 5e#e' P#ofe!!on In'&!t#2 Lfe!t2le De(o%#a,"0! Inte#e!t! Geo%#a,"0all2 3o# t"e ,&#,o!e! of t"e event ben% (a#$ete' fo# NI"o 0o(e &n'e# bot" a (ale an' fe(ale 0ate%o#2 >t" ea0" ,e#!on n t"at (a#$et "avn% va#o&! lfe!t2le! an' nte#e!t!- It >o&l' a,,eal le!! to t"e 'e(o%#a,"0! of a'<! >t" 0"l'#en a! t"e#e a#e al#ea'2 a #an%e of ,#o'&0t! avalable to !&t t"e nee'! of fa(le! >t" !(all 0"l'#en•

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Nee'! b2 Se%(ent T"e W(ble'on C"a(,on!",! ta$e ,la0e '&#n% O&l2 ann&all2 >"0" (ean! t"at t ta$e! ,la0e '&#n% t"e !&((e# !ea!on- In te#(! of t"e b#an' NI"o ta#%et t"e (?e' %en'e# (a#$et -ebot" (en an' >o(en al$e !o t ! (,o#tant to (a#$et t"e# b#an' to !&t bot" (ale an' fe(ale !$n0a#e nee'!- Havn% t"e W(ble'on C"a(,on!",! n t"e !&((e# (ean! t"at t"e >eat"e# ! l$el2 to be ve#2 >a#( an' "en0e t ! (,o#tant to $no> >"0" 0&!to(e#! a#e (o!t v&lne#able to !&nl%"t '&#n% t"e %a(e!- Peo,le

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Avn!" K#t H#an Unt 19 – Ma#$etn% Plannn% St&'ent N&(be# ) 1*+1* >t" a "%" v&lne#ablt2 to !&nl%"t a#e (o#e l$el2 to &!e t"e !&n 0#ea( >"l!t ,eo,le >"o ,e#!,#e n t"e "eat a#e (o#e l$el2 to &!e t"e 'eo'o#ant!•

Se%(ent Potental

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W(ble'on C"a(,on!",! a#e 0ate#e' to ,eo,le >"o 0an ao#' to %o o&t of t"e# >a2 an' b&2 t0$et! to t"e %a(e!- In t"e *1+ W(ble'on C"a(,on!",! t0$et ,#0e! "ave been 0al0&late' n #an%e >t" 0ent#e 0o&#t t0$et! !ta#tn% at F6: fo# t"e #!t 'a2 n0#ea!n% n0#ea!n% to F19* b2 t"e la!t 'a2 of t"e %a(e! BW(ble'on BW(ble'on *1: T"! !"o>! !" o>! t"at t"e 'eal (a#$et !e%(ent of 0on!&(e#! a#e t"o!e >"o a#e >ell o an' t"o!e >"o 0an ao#' t"e(- T"! ! 'ea be0a&!e NIe#! of 0on!&(e#! 0on!& (e#! n t"e (a#$et !e%(ent !  ! "%" >t" ,#0e! n an' a#o&n' W(ble'on ben% 8&te e?,en!ve a! !a' befo#e t"e 0on!&(e#! a#e >ell o an' t"e2 0an ao#' to b&2 te(! n an' a#o&n' W(ble'on !o NI
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Anal2!! of C&##ent an' Potental Co(,etto#!

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T"e#e >o&l' be no !&0" t"n% a! a f&n0tonn% f&n0tonn % (a#$et f t"e#e >e#e no 0o(,etto#! 0o(,etto#! !o t ! (,o#tant fo# NI"at t"e2 a#e &, a%an!t n t"e (a#$et fo# !&n 0#ea(! an' 'eo'o#ant!- To To "el, t"e( t"e follo>n% ! a 0o(, 0o(,et ett to# o#;! ;! anal anal2! 2!! ! to !"o> !"o> NIn Sta#te' a! A?e t"e a! a a#o&n' >o#l';! A labo#at t"e (o!t o#2 b&t >o#l' ,e#!onal #e0o%n! 5ve a08&#e ta#%ete' 0a#e e' #ve ' b2 at t"e b#an' !$n0a#e > bea&t2 2o&n% o>ne' an' %ant (ale b2 bea&t2 L;5#al 'e(o%#a Unleve# b#an'! n t"e ,"0nt#o'&0 19+*;!5>ne' e' n b2 1911Unleve# Co All t"e# Mono,ol U!n% NI
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Unt 19 – Ma#$etn% Plannn% St&'ent N&(be# ) 1*+1*  oe#e' NI' n !"a#e n UK We!te# e – :-6J >o#l'>' BL2n? n e S&#e E&#o,e Dove B*16 7%%e!t Lne A've#t! In t"e !t#ate% e?ten!o n% ,a!t – 2 ! n b#an' 0a(,a% #eva(,e t"e# !t#ate%2 n! ' NI 0ent#e' fo# Men !n% fo#(! of on n **= e?e0&t t"e >o(en b2 on!a(e to b#n% (,#ovn Celeb# b#an' lo2alt2 % t"e t2 na(e an' t#&!t fo#(&la! en'o#! to t"e of M<) e' b#an',#o'&0t! b#an' >t"o&t Lo>e#n% an' !t#ate%2 too of e?ten'n (&0" ,#o'&0t % t"e n'v' #an%e to ,#o'&0t &al avo' #an%e •

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Ta#% et Ma# $et

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Ma# $et S"a #e

Ma# $et n% St#a te% e!

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1: @ P a % e




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P#o '&0 t! 5e #e' BS& n C#e a(! an' Deo 'o# ant!  P#0 n% an' P#0 n% St#a te% e!

Unt 19 – Ma#$etn% Plannn% St&'ent N&(be# ) 1*+1* 0onf&!o ,e#!on n a(on% a 0on!&(e #!  No !&n A(b#e ,#o'&0t! 0#ea(! +4 Sola#e n t"e oe#e'S&n 'eo'o#a ,#o'&0t! * C#ea( nt n t"e ant,e#! Ran%e 0ate%o#2 'eo'o#a ,#ant B1.  no !&n nt !,#a2! ,#o'&0t 0#ea( 0ate%o#2 1= bo'2 ! ,#o'&0t!  41 !,#a2! n Deo'o# to oe# ,#o'&0t! t"e UK ant! fo# a! t"e2 n t"e an' Wo(en a#e !&n) (o#e B4 o#ente' 0#ea( t"an ** ,#o'&0t to>a#'! 0ate%o#2 >o#l'>' ! bat"n% e ,#o'&0t! F1-:6 ) F1-6* ) F1-* ) F1-:* ) F-=* F:-** n F6-** n F-6* n n (o!t (o!t (o!t (o!t !&,e#( !&,e#(a !&,e#(a !&,e#(a a#$et! #$et! fo# #$et! fo# #$et! fo# fo# 'eo'o#a 'eo'o#a 'eo'o#a 'eo'o# nt nt nt ant No !&n No !&n F=-6* ) F=-6* ) 0#ea(! 0#ea(! F11-** F11-** on oe# on oe# n (o!t n (o!t !&,e#(a !&,e#( #$et! fo# Penet#at At #!t a#$et! !&n on t >a! fo# !&n) 0#ea( P#0n% Penet#at 0#ea( Bba!e' on A (? of on P#0n% – on an' ,e#0ev t ! S$((n e' o#
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1+ @ P a % e




Unt 19 – Ma#$etn% Plannn% St&'ent N&(be# ) 1*+1* $no> n t"e t"e# e2e! of 0&!to(e 0&!to( # ba!e e#! •

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D!t #b& ton C"a nnel ! SW 5T P#o le

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S&,e#(a#$et! Co(,an2 Web!te A(aon Healt"0a#e an' D#&% Sto#e!

Streng ths8

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St#on% RD 0a,abl t2 e?0elle nt '!t#b& ton net>o# $ • •

Oppor tunitie s8

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hreats 8 De0lne

n bat"n%

Weakne sses8

Sea!onal !ale! of >nte# 0#ea(! 0o(,ett on f#o( #val (an&fa0 t&#e#!

Opport unities8

%#o>t" of ta#%et (a#$et! ,#o'&0t lne e?ten!o n!

Opport unities8

Te)&,! >t" "otel 0"an! an' la#%e

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Strengt hs8 A

0lea# b#an' (a%e B7l&e an' W"te (otf e?,onen tal b#an' %#o>t"

Weakne sses8

E?,en!v e (a#$etn % 0o!t! !t#on% 0o(,ett on

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Weakne sses8

L(te' to t"e &#ban (a#$et 0ont#ove #!al a've#t! n% lea'n% to le%al !!&e!

Strengt hs8 H%"

(a#$et !"a#e !t#on% (a#$etn % 0a(,a% n!

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Weakn esses8

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A've#t! n% t"at ta#%et! t"e 2o&t" %oo' '!t#b&t on 0"annel! •

Le!! (a#$et !"a#e '&e to late ent#2 nto (a#$et ! "%"e# ,#0e 0o(,a# e' to ot"e# b#an'!

Strengt hs8

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Opport unities8

E?,an!o n n e(e#%n % e0ono( e! 1= @ P a % e




Unt 19 – Ma#$etn% Plannn% St&'ent N&(be# ) 1*+1* #e,&tato De(an o#%an!a n allo>! ' fo# ton! fo# t"e nat&#al l(te' n0#ea!e 0o!(et e'ton n 0! ,#o'&0t! (a#$et ent#2 !"a#e nto ,#o'&0t! hreats #&#al  #!$2 8 Sale! hreats (a#$et !t#ate%2 a#e 8 ! n t"e# !ea!onal Po,&la#t 3t o# an' 2 of 3ab&lo&! hreat e?t#e(e 0o(,ett ; 0o(,ett s8 P#0e o#! -e0a(,a% 0o(,et on f#o( Dove n ton ,#e(&( Ga#ne# a(on% 0o(,an et0- b#an'! e! l$e e#0e e?!tn 7&#be##2 (a#$etn % an' % ta0t0! 0o(,et 7o'2 b2 ot"e# ton S"o, b#an'! •

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.-1-./ Plannn% fo# Ma#$etn% T"e above anal2!! "a! %ven a 0lea# 'ea of >"at NI"en (a#$etn% t"e t>o ne> ,#o'&0t! at W(ble'on *1+- T"e belo> ,ont! a#e an n'0ate' !&((a#2 of t"e above anal2!! $no>n a! t"e 'e!0#,ton of o,,o#t&nt2/ Nee'!/ T"e a,,eal of W(ble'on ! to (ale! an' fe(ale! >"o "ave an nte#e!t n tenn!- De(o%#a,"0all2 an' nte#e!t! a#e t>o of t"e !e%(entaton a,,#oa0"e! to be &!e' >"e#e t >a! fo&n' t"at 0#ea(! 0an be ta#%ete' at >o(en a%e' 1=).6 an' 'eo'o#ant! 0an be ta#%ete' at (en a%e' 1=)6- Al!o t"e >eat"e# ! l$el2 to be ve#2 >a#( n t"e !ea!on !o ,#o'&0t! 0an be 'eall2 (a#$ete' to t"e!e ,eo,le Poten otent tal al of Ma#$ Ma#$et et// T0$ T0$et et! ! at W(b W(ble' le'on on a#e a#e fa# fa#l2 l2 e?,e e?,en! n!ve ve !o t 0an 0an be e?,e0te' t"at t"e 'eal ta#%et (a#$et >ll ,�"a!e t"e t>o ,#o'&0t! >t"n t"e ,#0e #an%e allo0ate'- T"e2 a#e al!o able to ao#' t"e ,#o'&0t! '&e to t"e# (''le to "%" n0o(e !o0o)e0ono(0 !tat&!- Gven t"e!e 0#0&(!tan0e! t 0an be !a' t"at t"e b&2n% ,o>e# of t"e!e 0on!&(e#! ! "%" a! (an2 of t"e (e#0"an'!e an' foo' avalable to ,�"a!e a#o&n' W(ble'on a#e al!o 8&te e?,en!ve P#o'&0t Con0e,t/ NI 0o(e &, >t" t>o b#an' ne> ,#o'&0t! n 'e#ent t2,e!- T"e #!t ! a !&n)0#ea( ta#%ete' at >o(en an' t"e !e0on' ! a 'eo'o#ant ta#%ete' at (ale!- It ! "o,e' t"at NIll !et a!'e a!' e t"e!e ,#o'&0t! f#o( t"e #e!t of t"e# ,#o'&0t lne an' t ! al!o "o,e' t"at t"e!e ,#o'&0t! >ll be0o(e b% !elle#! 19 @ P a % e



Avn!" K#t H#an Unt 19 – Ma#$etn% Plannn% St&'ent N&(be# ) 1*+1* not &!t n W(ble'on b&t al!o n t"e f&t&#e f t"e (a#$etn% ,lan ! to be e?e0&te' !&00e!!f&ll2•

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.-/ E! .-/ E!!e !ent nta al lt2 t2 of Ma Ma#$ #$et etn n% % Pl Plan ann nn% n% n St St#a #ate te% %0 0 Plannn% 7efo#e %on% nto t"e ,#o'&0t 'evelo,(ent te0"n8&e! t"at NI >"2 (a#$etn% ,lannn% ! e!!ental n t"e ove#all !t#ate%0 (a#$etn% ,#o0e!! fo# a la#%e o#%an!aton !&0" a! NI
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St#ate%0 ,lannn% ! a 0on0e,t t"at ! (a'e fo# o#%an!aton! to a0"eve !,e00 %oal! an' obe0tve! "en0e t"e ove#all ,&#,o!e of t"! ,#o0e!! ! to 'entf2 bot" nte#nal an' e?te#nal ee0t! an' nte#nal an' e?te#nal o,,o#t&nte! t"at 0o&l' be &!e' n 0#eatn% a ne> ta0t0 o# !t#ate%2 BR0"a#'! *16- Ma#$etn% ,lannn% ! e!!ental n ove#all !t#ate%0 ,lannn% be0a&!e t 0an "el, to ,0$ o&t ne> (a#$et o,,o#t&nte! an' 0o(,ettve t"#eat! n t"e ,otental ta#%et fo# t"e b&!ne!! o# o#%an!aton-

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St#at St#ate% e%0 0 ,lan ,lannn nn% % !et! !et! o&t o&t to '!0o '!0o&#a &#a%e %e b&!ne b&!ne!! !!e! e! f#o( f#o( (a$ (a$n% n% #a!" #a!" an' an' (,&l!ve (a#$etn% 'e0!on!- O&!t l$e a (a#$etn% ,lan t"e !t#ate%0 ,lannn% ,#o0e!! ,#o0e!! fo# (a#$etn% (a#$etn% nvolve! nvolve! 0olle0ton 0olle0ton of nfo#(ato nfo#(aton n an' t"en nte%#atn% nte%#atn% t"at nfo#(aton nto an anal2!! t"at 0an "el, to 'ene lon% te#( (a#$etn% %oal! BA!a' BA!a' *14*14- Co(,an Co(,ane! e! l$e l$e NI"o &!&all2 "ave !eve#al !t#ate%0 b&!ne!! &nt! BS7U;! -e- NI
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An nte%#al ,a#t of !t#ate%0 ,lannn% ,#o0e!!e! ! t"e 'ete#(nn% of t"e ,at! of t"e b&!ne!! t"at !"o&l' be !ol' o# !&,,o#te' an' one !&0" a,,#oa0" ! t"e 7CG B7o!ton Con!<n% G#o&, a,,#oa0"- T"! a,,#oa0" loo$! nto t>o '(en!on! of S7U;! – "o> >ell t"e n'&!t#2 n'&!t#2 ! 'on% an' "o> >ell t"e b#an' >t"n t"e 0o(,an2 ! ,e#fo ,e#fo#( #(n% n% al!o al!o $no> $no>n n a! (a#$ (a#$et et %#o>t %#o>t" " #ate #ate an' an' #ela #elat tve ve (a#$ (a#$et et !"a#e !"a#e #e!,e0tvel2 B3#e'(an *11-

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.-./ Te0"n8&e! Te0"n8&e! fo# P#o'&0t Develo,(ent D evelo,(ent

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.-.-1/ P#o'&0t St#ate%2

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P#o'&0t 'evelo,(ent fo# NIo ne> ,#o'&0t! 0an be 0a##e' o&t n !eve#al >a2! b&t befo#e t"at a ,#o'&0t !t#ate%2 >ll follo>- Sn0e NI
P#o'&0t 1 ) All Nat&#al SP3 6* S&n)C#ea(

De!0#,ton an' 3eat&#e!

# e t t & b a e " ! ' n a l  o t & n o 0 o 0 ! a " 0 & ! ! t n e  ' e # % n  l a # & t a N f - o o # , t a e > ! ' n a ' l o " # & o " 4  - ! ( a e # 0 n & ! # e " t o f o J 6 9 n  t n e l a v e # , e !  > # e " t o D e n o  n e b 2 ? 5 J 6 n a " t ! ! e L  n & ! e " t f o # e > o , e ! n e t n  e " t ( o # f n  $ ! ! t 0 e t o # , ' n a ! e " t o o ! D ! e !  # & t !  o ( t a " t ( a e # 0 1 ) n  ) . a ! a t 0 a o t ' e n %  ! e ' ( a e # 0 n & ! 2 t  ! n e t n  " %  " A 

M&alt2 St#ate%2

e % a ! & l a 0  ( e " 0 f o t 0 a , (  l a t n e ( n o #  v n e e " t e 0 & ' e # l l  > " 0  " > D t 0 & ' o # , l a n  e " t n  ! t n e  ' e # % n  l a # & t a n % n  ! & f o ! a e '  e " t ( o # f e ( o 0 l l  > t 0 & ' o # , e " t f o 2 t  l a & 8 " %  " e " T  - e % n a # e 0  # , " %  " o t ( &  ' e ( a % n  n  a t n  a ( t ! l  " > D " %  " e b l l  > t 0 & ' o # , e " t f o 2 t  l a & 8 e " t D = = 9 1 n  # e l t o K 2 b ' e !  v e ' ?  # t a ( 2 t  l a & M ) % n  0  # P e " t % n  ! U 

Se#v0e St#ate%2

 2 & b & o 2 e # o f e b 2 # t  f o t n e ( e l e n a e t a e # 0 l l  > !  " t ' n a ( a e # 0 e " t e t o ( o # , o t ! e l , ( a ! e e # f f o t n e ( e l e n a e b o ! l a l l  > e # e " T  $ 0 a b ' e e f # e ( o t ! & 0 # o f % n  $ ! a A E ! e e 2 o l , ( e e b l l  > e # e " t t a " t n  t n e v E n o ' e l b ( W  e " t ' n & o # a l  a t n e l l  > 2 % e t a # t ! e 0  v # e ! e " T  e v a " t o n o ' ! n e e # 0 ! n & ! t ! o ( " 0  " > % n  " t e ( o ! ) ! t n e  ' e # % n  l a # & t a n e # o ( ' n a ! l a 0  ( e " 0 2 # a (  # , J 6 n a " t ! ! e l " t  > t 0 & ' o # , a ' e n %  ! e ' ! a " A E e n e " t n  ! ( a e # 0 n & ! ) e % ' e e v  t  t e , ( o 0 e " t ! a " A E o " > e l , o e , e ! & a 0 e b e % n a # e 0  # , !  " t n  e l b a t  & ! e b ' l & o " ! t  ! # e ( & ! n o 0 f o # e > o , % n  2 & b e " t o t % n  ' # o 0 0 A  * * - 6 1 F o t * 6 - = F t ! o 0 o t ' e t a (  t ! e e b ' l & o " ! ( a e # 0 n & ! !  A E < I N D ! ( a e # 0 n & ! f o ! t e $ # a ( # e , & ! n  ! t ! o 0 o t % n  ' # o 0 0 A 

E!t(ate' Co!t!

P#o'&0t  ) All Nat&#al Lon% La!tn% Deo'o#ant De!0#,ton an' 3eat&#e!

a # e < e o l A ! a " 0 & ! ! t n e  ' e # % n  l a # & t a N f - o o # , t a e > ! ' n a ' l o " # & o " = 4 - ! t n a # o ' o e ' # e " t o f o J 6 9 n  t n e l a v e # , e !  > # e " t o D ! e ! a e !  ' # e " t o ' n a # e 0 n a 0 o t ' e $ n  l ! l a 0  ( e " 0 l & f ( # a " f o e e # 3  ! t n e  ' e # % n  f o ! l l e ( ! l a # & t a n % n  n  a t n  a ( t ! l  " > ! # & o ' o ' a b ( o # f ! t 0 e t o # , ' n a ! $ ! ( t a " t t n a # o ' o e ' > e n 2 # a n o  t & l o v e # A 

M&alt2 St#ate%2

e v a " n a 0 ! t n a # o ' o e ' # e " t o t a " t ! t 0 e  e " t l a e " e v  t a % e n e " t e 0 & ' e # l l  > " 0  " > D t 0 & ' o # , l a n  e " t n  ! t n e  ' e # % n  l a # & t a n % n  ! & f o ! a e '  e " t ( o # f e ( o 0 l l  > t 0 & ' o # , e " t f o 2 t  l a & 8 " %  " e " T  - e % n a # e 0  # , " %  " o t ( &  ' e ( a % n  n  a t n  a ( t ! l  " > D " %  " e b l l  > t 0 & ' o # , e " t f o 2 t  l a & 8 e " t D = = 9 1 n  # e l t o K 2 b ' e !  v e ' ?  # t a ( 2 t  l a & M ) % n  0  # P e " t % n  ! U 

Se#v0e St#ate%2

 2 & b & o 2 e # o f e b 2 # t  f o t n e ( e l e n a e t a e # 0 l l  > !  " t ' n a t n a # o ' o e ' e " t e t o ( o # , o t ! e l , ( a ! e e # f f o t n e ( e l e n a e b o ! l a l l  > e # e " T  $ 0 a b ' e e f # e ( o t ! & 0 # o f % n  $ ! a A E ! e e 2 o l , ( e e b l l  > e # e " t t a " t n  t n e v E n o ' e l b ( W  e " t ' n & o # a l  a t n e l l  > 2 % e t a # t ! e 0  v # e ! e " T 

Co(,ettve Po!tonn%

e v a " 2 l e # a # ! t n a # o ' o e ' t ! o ( " 0  " > % n  " t e ( o ! ) ! t n e  ' e # % n  l a # & t a n e # o ( ' n a ! l a 0  ( e " 0 2 # a (  # , o # e  " t  > t 0 & ' o # , a ' e n %  ! e ' ! a " A E e n e " t n  ! ( a e # 0 n & ! e $  l t ! & G D ! t n a # o ' o e ' ) e % ' e e v  t  t e , ( o 0 e " t ! a " A E o " > e l , o e , e ! & a 0 e b e % n a # e 0  # , !  " t n  e l b a t  & ! e b ' l & o " ! t  ! # e ( & ! n o 0 f o # e > o , % n  2 & b e " t o t % n  ' # o 0 0 A - * * - 4 F ) * 6 -  F t ! o 0 o t ' e t a (  t ! e e b ' l & o " ! t n a # o ' o e ' !  A E < I N D ! ( a e # 0 n & ! f o ! t e $ # a ( # e , & ! n  ! t ! o 0 o t % n  ' # o 0 0 A 


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Avn!" K#t H#an Unt 19 – Ma#$etn% Plannn% St&'ent N&(be# ) 1*+1* (a#$et 2eo ,#o'&0t! t ! (,o#tant to $no> n 'etal t"e 'e!0#,ton! an' va#o&! ,#o'&0t feat&#e! of ea0"/ No> t"at t"e ,#o'&0t !,e00aton! an' 0on0e,t! "ave been 'ente' t"e#e a#e !eve#al a,,#oa0"e! to ,#o'&0t 'evelo,(ent t"at 0an be &!e' n t"e 'evelo,(ent of t"e above ,#o'&0t!•

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.-.-/ P#o'&0t Develo,(ent P#o0e!!e! an' Te0"n8&e!

P#o'&0 P#o'&0tt 'evelo 'evelo,(e ,(ent nt ! t"e ,#o0e! ,#o0e!! ! of (a$n% (a$n% a ,#o'&0 ,#o'&0tt an' (a#$ (a#$etn% etn% !a' !a' ,#o'&0t to t"e %ene#al ,&bl0- It ental! a lon% an' a#'&o&! ,#o0e!! >"0" 0ove#! all a!,e0t! of ,#o'&0t 'evelo,(ent f#o( %ene#atn% 'ea! an' 0on0e,t te!tn% to t"e a0t&al 'evelo,(ent an' 0o((e#0al!at 0o((e#0al!aton on of t"e ,#o'&0t- In t"! (o'e#n 'a2 an' an' a%e %e a b&! b&!ne ne!! !! (a2 (a2 0"oo! "oo!e e to follo ollo> > a !tan !tan'a 'a##' o#'e# 'e# of ,#o' ,#o'&0 &0tt 'evelo,(ent b&t n te#(! of (a#$etn% ,lannn% t"e#e a#e !o(e alte#natve! t"at a b&!ne!! 0o&l' &!e to 0#eate a bette# ,#o'&0t 'evelo,(ent ,#o0e'&#e- Stan'a#' ,#o0e!!e! of ,#o'&0t 'evelo,(ent a#e t"e ,#o0e!! of e%"t !ta%e! an' t"e f&2 f#ont en' ,#o0e!!/ 1- Eight Stage Process: Process: T"! ,#o0e!! ! 0o(,#!e' of t"e e%"t !ta%e! ne0e!!a#2 to !&00e!!f&ll2 'evelo, a ,#o'&0t- It ! a ,#o0e!! t"at 'etal! an a,,#oa0" &nl$e an2 ot"e# t"at en!&#e! t"e nee'! of 0&!to(e#! a#e (et a! >ell a! (eetn% nan0al an' b&!ne! b&!ne!! ! obe0t obe0tve! ve! BLnto BLnton n *1 *1 an' an (,le(e (,le(enta ntato ton n of !&0" !&0" a ,#o0e! ,#o0e!! ! #e'&0e! #!$ of fal&#e an' #e'&0e! t"e t(e an' #e!o�e >a!ta%e!- T"e e%"t !ta%e! a#e !&((a#!e' belo> B7#an'! *14/ a- 2dea 5eneration – T"! nvolve! 0a##2n% o&t ba!0 nte#nal an' e?te#nal SW5T anal2!e! >"l!t al!o anal2!n% 0&##ent t#en'! an' $ee,n% t"e ne> ,#o'&0t 'evelo,(ent ,#o0e!! a! !(,le an' n(ble a! ,o!!bleb- Screening the 2dea – T"! ! >"e#e t"e !ettn% of 0#te#a ta$e! ,la0e b2 !n%ln% o&t 'ea! t"at !"o&l' be '#o,,e' o# 0ontn&e'0ontn&e'- 7en% 0#t0al ! $e2 "e#e a! an2 ba' o# &nntell%ble 'ea! !"o&l' be !0#a,,e'0- esting the .oncept – T"! nvolve! a!$n% a #an'o( !a(,le of t"e ta#%et %#o&, to te!t t"e 0on0e,t- In!tea' of t"n%! l$e ,atent #e!ea#0" an' ot"e# le%al le%al a!,e0t a!,e0t! ! al%ne' al%ne' to ne> ,#o'&0 ,#o'&0tt 'evelo,( 'evelo,(ent ent $no>n% $no>n% >"e#e >"e#e t"e (e!!a%e! t"at a#e ben% 0onve2e' >ll >o#$ ! a b% ,a#t of te!tn%'- /usiness Analytics – At t"! !ta%e of t"e ,#o0e!! t"e 'evelo,(ent tea( fo# e?a(,le >ll b&l' a (ea!&#e(ent !2!te( to (ea!&#e va#o&! !ta%e! of t"e ,#o0e!! !&0" a! ave#a%e t(e! fo# ea0" !ta%e !ale! vol&(e e?,e0te' et0et0- T"e!e T"e!e %&#e! %&#e! !"o&l' !"o&l' ,#ov ,#ov'e 'e &!ef&l &!ef&l fee'ba0 fee'ba0$ $ an' t"e o#%an o#%an!at !aton on !"o&l' be n a%#ee(ent of t"e!e %&#e!e- /eta esting – A ,"2!0al ,#otot2,e of t"e ,#o'&0t ! %ene#ate' an' t"e fo#(aton of te!t ,anel! 0an "el, to t>ea$ t"e ,#o'&0t >t" la!t (n&te #e0o((en'aton! an' (,#ove(ent!f- echnical and Product Development Development – T"! ! t"e (an !ta%e n t"e ,#o0e!! >"e#e t"e ,#o'&0t ! ,#o'&0e' '!t#b&ton ,lan! a#e (a'e an' nan0e ! bo&%"t to%et"e# to nt#o'&0e t"e ,#o'&0t- T"! ! all 'e,en'ent on >"et"e >"et"e## te0"n0 te0"n0alt alte! e! 0an be ,e#fe0 ,e#fe0te' te' >t"o&t >t"o&t alte#a alte#ato ton! n! to ,o!t)b ,o!t)beta eta ,#o'&0t!•

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Avn!" K#t H#an Unt 19 – Ma#$etn% Plannn% St&'ent N&(be# ) 1*+1* %- .ommerciali9ing – At t"! !ta%e t ! all abo&t $ee,n% t"e '!t#b&ton lne! an' 0"ann "annel el! ! fo# fo# 2o&# 2o&# ,#o' ,#o'&0 &0tt o,en o,en an' #&nn #&nnn n% % be0 be0a&!e &!e b2 no> no> 0on!&(e#! >ll "ave been ,�"a!n% 2o&# ,#o'&0t an' te0"n0al !&,,o#t >ll 0ontn&all2 (onto# ,#o%#e!!- C"an%n% &, (a#$etn% an' a've#t!n% ,lan! al!o "el,! to $ee, t"e b#an' na(e n t"e (n' of t"e 0on!&(e# an' >ll "el, to !t#en%t"en t"e b#an' lo2alt2 "- Post $aunch Reviewing and Perfect Pricing – T"! !ta%e a(! to "el, #eve #eve> > t"e ent# ent#e e ,#o0e! ,#o0e!! ! an' loo$ loo$ fo# (,#ove (,#ove(en (ent! t! 0ontn& 0ontn&all all2 2- T"! n0l&'e! 'e#entatn% 0on!&(e# nee'! ba!e' on "o> t"e ,#o'&0t 0"an%e! an' (,#ovn% '!t#b&ton an' 'elve#2 ,#o0e!!e!•

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3&2 3#ont En' P#o0e!! Anot"e# !&0" ,#o0e!! ! $no>n a! t"e 3&2 3#ont En' ,#o0e!! >"0" ! !o(e>"at !(la# to t"e e%"t !ta%e ,#o0e!! e?0e,t t"! ,#o0e!! 0ent#e! a#o&n' ?n% an' el(natn% t"e 0o((on f#ont)en' fal&#e! of a (a#$etn% 0a(,a%n o# !t#ate%2 T"e na(e of t"e ,#o0e!! 0o(e! f#o( t"e 'ea t"at (a$n% t"e (ana%e(ent of t"e!e fal&#e! 0o(,l0ate' an' (a%ne' lea'! to a f&2 o&tloo$ on t"e ove#all ,0t& ,0t&#e #e-- Man2 Man2 of t"e! t"e!e e 0"al 0"alle len%e n%e! ! "a,,e "a,,en n at t"e t"e #!t #!t !ta% !ta%e e of t"e t"e !t#at !t#ate% e%0 0 nnovaton ,#o0e!! an' t"e >o#' f&2; ! a,,#o,#ate !n0e t"e#e ! no ot"e# !ta%e of t"e ,#o0e ,#o0e!! !! >"e#e >"e#e a f&t&# f&t&#e e 0onte 0onte?t ?t of nnovat nnovaton on ! 0o(,le 0o(,le? ? an' &n0e#t &n0e#tan an BMootee *11-

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T"! f&2 f#ont en' of t"e ,#o0e!! "a! !even ,"a!e! (an2 of >"0" a#e !(la# !(l a# to t"e e%"t !ta%e ,#o0e!! (entone' above/ 1- Un0ove# Un0ove# C&!to( C&!to(e# e# In!%"t In!%"t! ! - Develo Develo, , St#ate% St#ate%0 0 3o# 3o#e! e!%"t! %"t! .- Sen!e Sen!e Ma$n% Ma$n% an' an' Ma,,n% Ma,,n% 5,,o# 5,,o#t&n t&nt2 t2 4- Con0 Con0e,t e,t Develo Develo,( ,(ent ent 6- Con0 Con0e,t e,t P#ot P#otot ot2, 2,e e :- C&!to C&!to(e (e## Co)C Co)C#e #eat aton on +- 7#an' an' Ma#$e Ma#$ett A!!e!!(ent A!!e!!(ent BMootee BMootee *11 *11 •

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An!o;! Mat#? T"e An!o Mat#? al!o $no>n a! a P#o'&0t)Ma#$et E?,an!on G#' ! anot"e# tool t"at o#%an!aton! &!e fo# ne> ,#o'&0t 'evelo,(ent- 3#!t ,&bl!"e' n t"e Ha#va#' 7&!ne!! Reve> n 19=+ t"e An!o Mat#? 'etal! 4 !t#ate%e! t"at 0an be &!e' >"0" 0an al!o "el, >t" anal2!n% t"e #!$! nvolve' >t" ea0"- Movn% f#o( !t#ate%2 to !t#ate%2 (ean! t"at t"e #!$ of e(ba#$n% &,on ea0" one n0#ea!e!S"o>n belo> ! a !tan'a#' An!o Mat#? >"0" 0on!!t! of t"e fo&# 8&a'#ant! ea0" >t" a 'e#ent !t#ate%2/ !t#ate%2/

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Figure 1 - Anso's Matrix/Product-Maret !x"ansion !x"ansion #rid $Anso% 1&()

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In te#(! of NIo&l' not "ave to 'eal >t" t"e 3&2 3#ont En' P#o0e!!- 5n t"e An!o Mat#? NIo&l' be b#n%n% a ne> ,#o'&0t nto an e?!tn% (a#$et -e- !&n 0#ea(! an' 'eo'o#ant! nto W(ble'on- It ! a#%&able t"at NIe# Lea%&e An!o;! Mat#? !a2! t"at NIa#'! t"e P#o'&0t Develo,(ent St#ate%2 -e- t"e2 >ll not $no> f t"e ,#o'&0t "a! >o#$e' &nle!! t"e2 !&00e!!f&ll2 0a##2 o&t a (a#$etn% !t#ate%2 to (eet t"e# %oal! an' obe0tve! a! >ell a! !at!f2n% t"e nee'! of 0on!&(e#!•

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.-4/ P#0n% St#ate%2 B3nan0al! D!t#b&ton C"annel! an' Co((&n0aton M? T"! nal !e0ton of t"e (a#$etn% ,lan >ll loo$ at t"e e?e0&ton of t"e ove#all !t#ate% !t#ate%2 2 fo# NIn to t"#ee fa0to#!/ P#0n% – at >"at 0o!t >ll t"e ,#o'&0t! be !ol' an' "o> (&0" >ll t 0o!t to (a$e an' e?e0&te t"e ove#all (a#$etn% ,lan D!t#b&ton – t"#o&%" >"0" o&tlet! >ll t"e ,#o'&0t be !ol' -e- !&,e#(a#$et! !"o,,n% 0ent#e! lo0al !to#e! et0- 4 @ P a % e



Avn!" K#t H#an Unt 19 – Ma#$etn% Plannn% St&'ent N&(be# ) 1*+1* Co((&n Co((&n0a 0ato ton n – "o> >ll >ll t"e (e!!a% (e!!a%e e of t"e ove#all ove#all (a#$e (a#$etn% tn% 0a(,a 0a(,a%n %n be 0onve2e' to t"e a&'en0e nten'e' fo# t"e ,#o'&0t -e- a've#t! T< 0o((e#0al! Yo&T Yo&T&be &be v'eo! ,o!te#! bllboa#'! et0- T"e 0o(bnaton of t"e above t"#ee fa0to#! ! >"at !e,a#ate! a !&00e!!f&l (a#$etn% ,lan f#o( a (a#$etn% fal&#e an' NIll "ave to t"n$ 0a#ef&ll2 abo&t t"e >a2! n >"0" t"e!e fa0to#! >ll ,la2 nto t"e (a#$etn% of t"e# !&n 0#ea( an' 'eo'o#ant•

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.-4-1/ P#0n% St#ate%2 3#o( t"e ,#o'&0t !t#ate%2 an' 0o(,etto#!; anal2!! t >a! fo&n' t"at t"e ta#%et 0on!&(e#! at W(ble'on *1+ >ll be t"o!e >"o 0an ao#' to b&2 te(! ,#0e' #elatvel2 "%" 0o(,a#e' to o#'na#2 !&,e#(a#$et ,#0e! fo# t"e !a(e te(!- A t0$et at W(ble'on *1+ ! e?,e0te' to 0o!t bet>een F6: fo# t"e #!t 'a2 to F19* fo# fo# t"e t"e nal nal (at0 (at0" " – "en0 "en0e e t ! !en! !en!bl ble e to ,#0e ,#0e t"e t"e NIeen F=-6* an' F16-** a00o#'n% to anal2!! of 0&##ent 0&##ent NIee bet>een n F-6* F-6* an' F4-** F4-** a00o# a00o#'n% 'n% to anal2! anal2!! ! of 0&##e 0&##ent nt 0o(,et 0o(,etto to#!; #!; 'eo'o#ant!-

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P#0e ! an ele(ent of t"e 4P;! of (a#$etn% an' ! one t"at !"o&l' !&,,o#t t"e #e!t of t"e ele(ent! of t"e (a#$etn% (?- It ! 0on!'e#e' t"e (o!t '0< of t"e 4P;! an' (&!t be a'"e#e' to >t" t"e 'e(an' an' !&,,l2 #elaton!",- 3o# NIn% ve fa0to#! of ,#0n% BLea#nMa#$etn% *11/ 3?e' an' e#! Po>e#! Mo!t of t"e t(e ,#0n% >ll be ba!e' on t"e 0o#,o#ate obe0tve! of t"e 0o(,an2 b&t !o(et(e! !o(et(e! a !t#ate%2 !t#ate%2 !"o&l' be a'o,te' a'o,te' on a 0o(,an2 b2 0o(,an2 ba!! a! not all o#%an!aton! >ll "ave obe0tve! to >o#$ >t" n a (a#$etn% ,lan- NIll ba!e t"e# 0o!t of t"e %oo'! (anl2 &!n% 0o(,etton ,#0n% >"0" (ean! !ettn% t"e ,#0e et"e# "%"e# t"e !a(e o# lo>e# t"an t"e (a#$et 0o(,etto#! of t"e n'&!t#2 BLea#nMa#$etn% *11- Wt" !&,e#(a#$et! ,#0n% !&n 0#ea( at nea# F16-** on t"e "%" en' an' 'eo'o#ant! at F4-** on t"e "%" en' NIe# t"e# ,#0e! to ove#!ee t"e 0o(,etton 0o(,etton o# t"e2 0an ,#0e t "%"e# t"an t"e 0o(,etton to $ee, &, t"e b&2n% ,o>e#! of 0on!&(e#!-

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Anot"e# te0"n8&e t"e2 0o&l' &!e ! val&e ba!e' ,#0n%- T"! ! >"e#e t"e ,#0e of t"e ,#o'&0t ! 0on!'e#e' >"l!t t"n$n% abo&t t"e 0on!&(e# an' >"et"e# t"at >ll %ve t"e( an2 benet 0onvenen0e 0onvenen0e o# &!ef&lne!! &!ef&lne!! BLea#nMa#$et BLea#nMa#$etn% n% *11*11- NIo&l' &!e t"! !(,l2 be0a&!e t"e2 a#e 6 @ P a % e



Avn!" K#t H#an Unt 19 – Ma#$etn% Plannn% St&'ent N&(be# ) 1*+1* (a#$etn% %oo'! at a t(e >"e#e !&n 0#ea(! an' 'eo'o#ant! a#e ne0e!!a#2 fo# 0on!&(e#! -e- W(ble'on ta$e! ,la0e n O&l2 *1+ >"e#e t"e ,ea$ of t"e !&((e# !ea!on be%n! !o t"e#e >o&l' be a nee' fo# t"e!e ,#o'&0t! >"e#e 0on!&(e#! >ll feel t"at t"e#e >ll be 0onvenen0e an' "ealt" benet! to &!n% t"e ,#o'&0t!•

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3nan0al! Co!t! fo# (a#$etn% (a#$etn% t"e %oo'! >ll va#2 f#o( o#%an!aton o#%an!aton to o#%an!ato o#%an!aton n a! t"e2 all "ave 'e#ent nee'! an' !t#ate%e! n (a#$etn% %oo'!- A t2,0al (a#$etn% ,lan >ll #an%e f#o( a! lo> a! 1J of !ale! to a! "%" a! .*J o# even 6*J fo# ne> 0o(,ane!- T"e (o!t 0o((on (et"o' fo# fo#(&latn% a (a#$etn% b&'%et ! to &!e a ,e#0enta%e of !ale! – t"! (ean! t"at a ,o#ton of t"e !ale! #even&e f#o( t"e 0o(,an2 >ll %o to>a#'! t"e b&'%et fo# a've#t!n% an' (a#$etn% BMo##o> **9-

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A00o#'n% to t"e late!t 9 (ont"l2 #e,o#t b2 7ee#!'o#f fo# Oan&a#2 to Se,te(be# *1: NIll 0ont#b&te to a f&#t" f&#t"e# e# %#o> %#o>t" t" n t"e t"e !ale !ale of ,#o' ,#o'&0 &0t! t!-- Gve Gven n t"at t"at t"e t"e 'al2 'al2 atte atten'a n'an0 n0e e at W(ble'on ! .9*** >"0" ! a total 64:*** ,eo,le n  >ee$! BW(ble'on *1: t ! 0lea# t"at t"e#e ! a !eable a&'en0e fo# NI
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S&,,o!n% t"at t"e !&n 0#ea( >a! bo&%"t b2 1**** fo# e?a(,le t"at >o&l' (ean a !ale! !ale! #eve #even& n&e e of F16* F16** *** ** Ba!!& Ba!!&( (n% n% t"at t"at t"e t"e ,#0 ,#0e e >a! >a! t"e t"e &,,e# &,,e# l(t l(t of F16-**- If t"e 'eo'o#ant >a! ,�"a!e' b2 t"e !a(e a(o&nt t"at >o&l' be !ale! #even&e of F4**** Ba!!&(n% t"at t"e 'eo'o#ant >a! !ol' at t"e &,,e# l(t of F4-**- T"at >o&l' be a total of F19**** o# an ave#a%e of F1.6** ,e# 'a2'a2-

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In l%"t of t"e 0o(,etton fa0e' b2 NI"0" 0o&l' be an !!&e fo# NIe# t"an e?,e0te' ,#0e fo# t"e ,#o'&0t to allo> 0on!&(e#! to !>t0" to t"at ,a#t0&la# ,#o'&0t ,#o'&0t be0a&!e of t"e lo>e# ,#0e- NIe#! an' t"e 0o!t of t"e W(ble'on C"a(,on!",! Event *1+ (a2 #o0$ t"e# !ale! at #!t b&t on0e 0on!&(e#! #eal!e t"e 8&alt2 an' benet! of t"e ne> ,#o'&0t t"e2 >ll 0ontn&e to b&2 t"e b#an' an' be0o(e lo2al to t #a!n% t"e b#an' ,#ole , #ole f&#t"e#f&#t"e#-

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.-4-/ D!t#b&ton C"annel! an' T#an!,o#t In t"e '!0,lne of (a#$etn% a '!t#b&ton 0"annel ! a (et"o' of %ettn% t"e ,#o'&0t f#o( t"e ,#o'&0e# to t"e 0on!&(e#- T"e#e a#e t2,0all2 t"#ee t2,e! of '!t#b&ton 0"annel n >"0" a ,#o'&0t 0an #ea0" a 0on!&(e# BRle2 *16/ P#o'&0e# P#o'&0e# W"ole!al W"ole!ale# e# Retale# P#o'&0e# Retale# Con!&(e# P#o'&0e# Con!&(e# Con!&(e# 

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T"e 'eal '!t#b&ton 0"annel ! 'e,en'ent on t"e o#%an!aton an' t"e# 0#0&(!tan0e!- 3o# (o!t b&!ne!!e! t"e !e0on' of t"e t"#ee '!t#b&ton 0"an 0"anne nel! l! a#e a#e &!e' &!e' to !ell !ell an' an' '!t '!t# #b& b&te te ,#o' ,#o'&0 &0t! t!-- T"e T"e onl2 onl2 t2,e t2,e! ! of b&!ne!! t"at (a2 &!e t"e #!t one above >o&l' be !&,e#(a#$et! !&,e#(a#$et! n >"0" t"e#e a#e (an2 ,#o'&0t !e0to#! l$e 'a#2 (eat ba$e' %oo'! et0- >"e#e t >o&l' be ne0e!!a#2 fo# !&0" '!t#b&ton 0"annel! to be (,le(ente'-

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T#an!,o#t T#an!,o#t al!o ,la2! a "&%e ,a#t n '!t#b&tn% ,#o'&0t! !&00e!!f&ll2!&00e!!f&ll2Gene Gene#a #all ll2 2 #oa' #oa' t#an t#an!, !,o# o#tt ! t"e t"e (o!t (o!t ,o,& ,o,&la la## (o'e (o'e of t#an t#an!, !,o#t o#t fo# fo# '!t#b&ton of ,#o'&0t! a! (an2 >a#e"o&!e! an' >"ole!ale#! a#e lo0ate' >t"n a v0nt2 t"at ! '#vn% '!tan0e f#o( t"e !&,e#(a#$et o# !to#eW"at W" at t"e t"e o#%a o#%an! n!at ato on n 0"oo 0"oo!e !e! ! ! 'e,e 'e,en' n'en entt on t"e t"e## b&'% b&'%et et fo# fo# t"e t"e ove# ove#al alll (a#$ (a#$et etn n% % 0a(, 0a(,a a%n %n b&t b&t %ene %ene#a #all2 ll2 t ! &, to t"e( t"e( "o> "o> t"e2 t"e2 0"oo!e to '!t#b&te t"e# ,#o'&0t!- Man2 o#%an!aton! >"o #el2 on t"e# ,#o'&0t! 0o(n% a! (,o#t! f#o( ab#oa' &!&all2 "ave "&b lo0aton! !&0" a! >a#e"o&!e! o# f#e%"t te#(nal! an' a#,o#t! >"e#e t ! 0o((on fo# ,#o'&0t! to be !",,e'-

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NIo&l' &!e t"e !e0on' of t"e t"#ee '!t#b&ton 0"annel! above a! t"e2 a#e not a 0o(,an2 t"at #e8&#e! a >"ole!ale#- A! W(ble'on >ll be t"e #etale# '&#n% t"e event t"e#e ! no nee' fo# t"e nte#(e'a#e! !&0" a! >"ole! >"ole!ale ale#! #! an' t;! t;! not %on% to be a (a!!v (a!!ve e !&,e#( !&,e#(a#$ a#$et et t2,e t2,e #etale# b&t #at"e# a !tall o# boot" >"0" a0t! a! a ba!e o# fo&n'aton fo# t"e !a(,ln% an' ,�"a!n% of t"e ,#o'&0t!-

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T#an!,o#t T#an!,o#t >o&l' be (n(al a! t"e event ! !(all !0ale 0o(,a#e' to (ao# #etale#! l$e San!b! ASDA o# Te!0o- T"e event n W(ble'on ! onl2 fo# t>o >ee$! an' !o t ! l$el2 t"at t"e 0o!t of t#an!,o#t >ll be (n(al- If all %oe! >ell fo# t"e event NIll all 'e,en' on t"e !ale! ,e#fo#(an0e at W(ble'on an' t"e #ea0ton! f#o( 0on!&(e#!-

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.-4-./ Co((&n0aton M? T"e (o!t (,o#tant !e%(ent of a (a#$etn% (a#$etn% ,lan ! t"e 0o((&n0aton (? al!o $no>n a! t"e ,#o(otonal (?- T"! ! n e!!en0e t"e >a2! n >"0" t"e (e!!a%e of t"e ,#o'&0t o# !e#v0e of an o#%an!aton >ll #ea0" t"e t"e 0on! 0on!&( &(e# e#-- T"e# T"e#e e a#e a#e 6 ele( ele(en ent! t! to a 0o(( 0o((&n &n0 0at ato on! n! (? (? fo# fo# a !tan'a#' (a#$etn% ,lan/ A've#t!n% Pe#!onal Selln% P&bl0 Relaton! D#e0t Ma#$etn% Sale! P#o(oton

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Not all o#%an!aton! >ll &!e all of t"e!e ele(ent! an' t >ll 'e,en' ent#el2 &,on t"e nat&#e of t"e# (a#$etn% 0a(,a%n!- NIll be one of t"o! t"o!e e o#%a o#%an! n!at ato on! n! >" >"o o 'oe! 'oe!n; n;tt nee' nee' to &!e &!e all all ele( ele(en ent! t! of t"e t"e

,#o( ,#o(ot oto ona nall (? an' an' a! !&0" !&0" >ll >ll be &!n &!n% % a've a've#t #t! !n n% % an' an' '# '#e0t e0t (a#$etn% (a#$etn% to "el, en'o#!e an' (a#$et t"e !&n 0#ea( an' 'eo'o#ant• •

In t"e ,a!t NIa! 0a##e' o&t t"#o&%" bllboa#'! T< a've#t!e(ent! nte#net a'! et0- a! >ell >ell a! &!n% &!n% !ale! !ale! ,#o(ot ,#o(oton on to ta#%et ta#%et a n0"e n0"e (a#$ (a#$et ,#o,e ,#o,e#l2 #l2-- 3o# 3o# NI
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7#oa'0a!t #%"t! fo# t"e W(ble'on Ga(e! ,#(a#l2 belon% to t"e 77C >"o 'on;t n0o#,o#ate a've#t!e(ent! &nle!! t"e2 a#e T< t#ale#! fo# t"e# ,#o%#a((e! – "en0e T< a've#t!n% >ll not be (&0" of an o,ton- Inte#net a've#t!n% ! bette# n t"! 0a!e a! W(ble'on;! o0al >eb!te 0an l!t NI fo# t"e( to !ell '&#n% t"e %a(e!-

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NIee$ event (o!t of t"e# a've#t!n% an' ,#o(oton >o&l' be 'one befo#e t"e !ta#t of t"e event to (a$e !&#e t"at t"e#e ! !&0ent t(e fo# t"e 'eal ta#%et (a#$et to be0o(e a>a#e of t"e ,#o'&0t!-

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In t"e o,enn o,enn% % of t"e W(b W(ble' le'on on C"a(, C"a(,on! on!", ",! ! t"e# t"e# (a#$e (a#$etn tn% % an' !t#ate !t#ate%2 %2 !"o&l' !"o&l' be ve#2 ve#2 '#e0t '#e0t t#2n% t#2n% to b&l' b&l' a #elat #elaton on!" !", , >t" >t" t"e 0on!&(e#! b2 a've#t!n% t"e ,#o'&0t! at a (o'e#ate ,#0e to '#a> t"e( n an' a! t"e C"a(,on!",! 0ontn&e t"e ,#o'&0t! !"o&l' 0"an%e n ,#0e a!!&(n% t"at t"e ta#%et (a#$et ! !tll n 0a,ablt2 of b&2n% t"e ,#o'&0t!- T"e 0"a#t belo> 'e(on!t#ate! t"! 0on0e,t >ell/

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!&((a#2 t"e 0"a#t !"o>! "o> NIo&l' ,lan t"e# (a#$etn% !t#ate%2 f#o( befo#e t"e event to t"e en' of t"e event/

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P#e Event – tea!e# ,o!te#! a#o&n' t"e v0nt2 of t"e 0t2 n'e,en'ent nte#net a've#t 5,enn% Event – Stall o&t!'e t"e 0ent#e 0o&#t to att#a0t t"e attenton of t"o!e >t"n t"e %#o&n'! leaetn% !et ,#0e! (o'e#ate D&#n% t"e Event B3#!t Wee$ – It ! e?,e0te' t"at t"e ta#%et !e%(ent of 0on!&(e#! >ll "ave "a' eno&%" e?,o!&#e to t"e (a#$etn% (ate#al fo# t"e ,#o'&0t t"at 'e(an' #!e! D&#n% t"e Event BSe0on' Wee$ – T"e nal >ee$ of W(ble'on >ll (ean (o#e ,eo,le !tat!t0all2 a! ,eo,le a#e (o#e n0lne' to b&2 t0$et! to t"e nal %a(e! – "en0e (o#e !ale! Pen<(ate Da2! BSe( 3nal! an' 3nal! – NIo&l' !0#a(ble fo# la!t (n&te !ale! befo#e t"e event 0lo!e!- P#o(otonal ta0t0! !&0" a! oe#! an' lo2alt2 '!0o&nt! 0o&l' be &!ef&l "e#e Po!t)Event Ma#$etn% B Wee$! to a Mont" Afte# – Afte# t"e event NIo&l' >o&l' 'ete# 'ete#(n (ne e >" >"et" et"e# e# t"e t"e (a#$e (a#$etn tn% % 0a(,a 0a(,a%n %n >a! a !&00e! !&00e!! ! an' >o&l' 'eall2 (a$e ,lan! to e?,an' t"e# ne> ,#o'&0t lne ne to !&,e#(a#$et! an' "ealt" !to#e! fo# t"e #e!t of t"e !&((e# an' "ol'a2 !ea!on

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.-6/ 3a0to#! Ae0tn% I(,le(entaton of Ma#$etn% Plan 3o#(&latn% a (a#$etn% ,lan 0an ta$e &, a fa# bt of an o#%an!aton;! t(e an' #e!o�e! an' t ! (,o#tant to #eal!e t"at t"e#e a#e fa0to#! >"0" 0an "n'e# o# ae0t t"e (,le(entaton of a (a#$etn% ,lan a! a >"ole- A 0o(bnaton of nan0al an' non)nan0al fa0to#! 0an ae0t t"e >a2 n >"0" a (a#$etn% ,lan ! 0a##e' o&t a! >ell a! t"e va#et2 of (et"o'! avalable fo# eval&atn% an' 0ont#olln% t"e (a#$etn% ,lan-

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T>o T>o (ao# fa0to#! t"at (a2 l(t t"e (,le(entaton a#e t(e an' 0o!t- If t"e o#% o#%an! an!at ato on n 0#ea 0#eatte! a (a#$ a#$etn etn% % ,la ,lan >t"o t"o&t &t ta$ ta$n% n% nt nto 0on!'e#aton t"e 0o!t t"e2 >ll "ave '0<2 nan0n% t"e >"ole ,lanA! >ell >ell a! t"! t"! (an2 (an2 ele( ele(en ent! t! of t"e t"e (a#$ (a#$et etn n% % ,lan ,lan #e8& e8&#e #e (&0" (&0" #e!ea#0" an' t(e to e?e0&te an' ,&t to%et"e# an' f t"e o#%an!aton ! &nable to 0o((t t"e t(e an' (one2 nto fo#(&latn% a ,lan t"e2 !"o&l' 0on!'e# ,&ttn% t"e (a#$etn% ,lannn% on "ol' &ntl t"e2 0an a##an%e fo# !&table (et"o'! of nan0n%-

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S(la#l2 to 0o!t anot"e# fa0to# ! nan0al ,e#fo#(an0e (ea!&#e!- I'eall2 an o#%an!aton !"o&l' a!!e!! t"e# nan0al ,e#fo#(an0e ove# t"e la!t )6 2ea#! to 'ete#(ne >"et"e# o# not t"e2 !"o&l' e(ba#$ on 0a##2n% o&t t"e ,#o0e!! of ,lannn% fo# t"e# (a#$etn% (a#$etn% !t#ate%2!t#ate%2- If t"e o#%an!aton a#e not n a nan nan0 0al all2 l2 t ,o! ,o!t ton on an' an' t"e2 t"e2 0"oo 0"oo!e !e to 0a## 0a##2 2 o&t o&t (a#$ (a#$et etn n% % ,lannn% t (a2 #e!< n et"e# a fal&#e o# a >a!te of #e!o�e! a(on% ot"e# #ea!on!-

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It (a2 al!o be t"at an o#%an!aton "a! t"e ne0e!!a#2 t(e an' (one2 to 0a##2 o&t t"e #e!o�e! b&t 'oe!n;t "ave a00e!! to a !&table (a#$et to ta#%et t"e# !ale! at- In ot"e# >o#'! t"e 'e(o%#a,"0 !t&'e! of va#o&!

0o&nt#e! 0an ae0t t"e 0ont#olln% an' eval&aton of t"e (a#$etn% ,lan T"e USA US A fo# e?a(,le ! 'v'e' nto 4 ,o,&laton %#o&,! – bab2 boo(e#! Gene#aton V Mllennal! an' Gene#aton - Ea0" of t"e!e %#o&,! "ave va#o& va#o&! ! (,a0t (,a0t! ! on t"e (a#$ (a#$et etn% n% ,lan! ,lan! an' !t#ate !t#ate%e %e! ! of 0o(,an 0o(,ane! e! BAn'#e *16/ • •

7ab2 7oo(e#! – Po!t Wo#l' Wa# II bab2 boo( ,#o'&0e' bab2 boo(e#! Bbo#n bet>een 194: an' 19:4 >"o "ave been t"e (o!t ,o>e#f&l fo#0e! fo# (a#$etn% env#on(ent!

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Gene Gene#a #at ton on V – 7oo( 7oo(e# e#! ! foll follo> o>e' e' b2 b#t" b#t"! ! Gene Gene#a #at ton on V;e# V;e#! ! Bbo# Bbo#n n bet>een 19:6 an' 19+:- T"e2 a#e 0on!'e#e' an ove#loo$e' 0on!&(e# %#o&,; an' a#e t"e (o!t e'&0ate' to 'ate >t" "eav2 b&2n% ,o>e#!

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Mllennal! – Mllennal! (a$e &, a %#o&, >"o ! (o#e nan0all2 !t#a,,e' >t" "%" 'ebt! an' "%" &ne(,lo2(ent #ate!- Te0"nolo%2 ! t"e# >a2 of lfe lfe -e-e- #at"e# #at"e# t"an t"an ben% ben% (a#$e (a#$ete te' ' b2 a've#t a've#t!e !e(e (ent! nt! an' ,"2!0 ,"2!0al al (a#$etn% (ate#al! t"e2 "ave en%a%e' >t" b#an'! n a >"ole 'e#ent >a2 &!n% !o0al (e'a o# (oble te0"nolo%2

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Gene#aton  – an2 ,eo,le bo#n afte# t"e 2ea# *** t"! ,o,&laton %#o&, n0l&'e t"o!e bo2! an' %#l! !,en'n% an ave#a%e of X4.bn of t"e# o>n (one2 an' n&en0n% a X**bn (a#$et of t"e# ,a#ent! !,en'n% n t"e USA US A- 3#o( #o( a (a#$ (a#$et etn n% % !tan !tan0e 0e t"e! t"e!e e teen teen! ! >ll >ll fo# fo#( ne> ne> b#an b#an' ' #elaton!",! t"at e?ten' nto t"e (a#$et! (a#$et! of t"e f&t&#e

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Loo$n% at t"e above ,o,&laton %#o&,! t 0an be !een t"at 7ab2 7oo(e#! an' Gene#aton V "ave t"e (o!t (a#$etn% ,o>e# >t" Mllennal! an' Gene#aton ;e#! "avn% le!! an' le!! ,"2!0al (a#$etn% (a#$etn% ,o>e#,o>e#-

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T"e UK ,o,&laton a! an e?a(,le of Mllennal! an' Gene#aton ;e#! ! be0o(n% bette# e'&0ate' >t" (o#e an' (o#e !t&'ent! o,tn% fo# ,o!t) !e0on'a#2 e'&0aton – t"! >ll !%n0antl2 ae0t >"at ,eo,le b&2 an' al!o "o> t"e2 >ll b&2-

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Anot"e# !(la# fa0to# t"at 0o&l' ae0t t"e (,le(entaton of a (a#$etn% ,lan ! (a#$et !e%(entaton- Se%(entaton ! t"e ,#o0e!! of b#ea$n% t"e (a#$et &, nto 'e#ent !e0ton! >"0" 0an "el, to n' t"e 'eal (a#$et t"at t"e o#%an!aton >ant! to ta#%et- Ho>eve# a! &!ef&l a! t"! te0"n8&e ! t 'oe! "ave !o(e >ea$ne!!e! >"0" 0o&l' ae0t t"e ove#all ,lannn% an' t"e#e a#e t"#ee '!tn0t >ea$ne!!e! BMa0$ *1. >"0" a#e/

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Poo# Se%(entaton – Se%(entaton #ele! on loo$n% nto 0#te#a !&0" a! a%e #e%on %en'e# an' n0o(e level a(on% ot"e#!- Ho>eve# too (&0" fo0&! on one of t"e!e 0#te#a ove# t"e ot"e#! >ll (ean t"e 'e#en0e bet>een !&00e!! an' fal&#e of t"e (,le(entaton of t"e (a#$etn% ,lan-

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5ve# Se%(entaton – So(et(e! >"en an o#%an!aton ta#%et! too (&0" of a !,e00 %#o&, t"! 0o&l' #e!< n %#o&,! t"at a#e too !(all to 0#eate

,#ot!- If a !e%(ent t"at !(all "a! ve#2 fe> (e(be#! t"! >ll #e!< !(alle !(alle## ,otent ,otental al #even #even&e! &e! an' an &n0lea &n0lea## 'ea 'ea of t"e !&00e!! !&00e!! of t"e (a#$etn% (a#$etn% ,lan• •

La0$ of Data – 7&!ne!!e! e!,e0all2 !(all one! 'o not "ave t"e !a(e a00e!! to (a#$et #e!ea#0" #e!ea#0" 'ata l$e la#%e 0o#,o#aton! !o t"e anal2!! of a (a#$et '&#n% t"e !e%(entaton >ll be to&%"- T"e le!! 'etale' an' le!! #0" t"e 'ata ! t"e (o#e (!ta$e! t"at a#e l$el2 to be 0o((tte' '&#n% !e%(entaton-

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NIt" NI! t"at NIt" !&00e!!-

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NIll "ave a 0lea# ,0t&#e of "o> t"at !e%(ent >ll ,�"a!e an' >"at t"e# b&2n% ,o>e#! >ll be-

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Ta$n% Ta$n% t"e!e fa0to#! nto a00o&nt >ll (ean t"at NIll be able to (,le(ent t"e# (a#$etn% ,lan at W(ble'on *1+ ea!l2 an' >t" f&ll 0a,ablt2-

Ta! Ta!$ $ 4 – Et" Et"0a 0all I!!& I!!&e! e! n Ma#$etn%

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4-1/ Et"0al I!!&e! Ma#$etn% Ma#$et n% Plannn%

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T"e2

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No (atte# "o> an o#%an!aton (a#$et! t"e# ,#o'&0t! &!n% a (a#$etn% ,lan t"e2 !"o&l' al>a2! a( to be et"0al n t"e# a,,#oa0"e! fo# eve#2 !ta%e of t"e (a#$etn% 0a(,a%n – f#o( t"e (a#$etn% (? an' %ene#al (a#$et #e!ea#0" to t"e ,#0n% ,#o(oton an' '!t#b&ton t ! (,o#tant to "ave "ave an et"0a et"0all ,e#!,e ,e#!,e0t 0tve ve-- In t"e %lobal %lobal (a#$ (a#$et,la0 et,la0e e t"e#e t"e#e a#e a#e "&n'#e'! of 'e#ent 0<&#e! t#a'ton! an' (ana%e(ent env#on(ent! t"at ea0" "ave a !et of #&le! an' #e%&laton! t"at nee' to be a'"e#e' to3o# 3o# (a#$e (a#$etn tn% % of ,#o'&0 ,#o'&0t! t! t"e !a(e !a(e 0on0e, 0on0e,tt a,,le! a,,le! – o#%an o#%an!at !aton on! ! !"o&l' be a>a#e "o> t"e2 a#e (a#$etn% t"e# ,#o'&0t! an' >"et"e# t"e2 a#e 'on% t et"0all2 o# &net"0all2-

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3n'n% 0o((on %#o&n' n t"e %lobal (a#$et,la0e ! one of t"e (o!t (,o (,o#ta #tant nt !te, !te,! ! n be0o be0o( (n% n% an et" et"0a 0all o#%a o#%an n!a !at ton on-- Ente Ente#n #n% % t"e t"e (a#$ (a#$et et,la ,la0e 0e on a %lob %lobal al !0al !0ale e (ean (ean! ! t"n t"n$ $n% n% %lob %lobal all2 l2 – 0onv 0onve2 e2n n% % (e!!a%e! an' 0o((&n0atn% n %ene#al an' '#e0t >a2! an' b#ea$n% 'o>n t"e ba##e#! of lan%&a%e to #eall2 &n'e#!tan' t"e ,#o!,e0tve b&2e#! of ,#o'&0t! BStell **=- 3o# (a#$ete#! (a#$ete#! t ! (,o#tant to 0a##2 o&t eno&%" #e!ea#0" on t"e 0<&#e! an' >a2! of t"e ,otental !e%(ent of b&2e#! >"o >ll be '#a>n to b&2n% t"e# o#%an!aton! ,#o'&0t! a! t"e2 'o not >ant to oen oen' ' t"o! t"o!e e 0< 0<&# &#e! e! >" >"e# e#e e a 0e#t 0e#ta an n ,#o' ,#o'&0 &0tt (a2 (a2 be 0on! 0on!' 'e# e#e' e' oen!ve-

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Eve#2 a!,e0t of a (a#$etn% ,lan !"o&l' be et"0all2 0o##e0t n o#'e# to !&00ee' n %ettn% t"e >o#' o&t to 0on!&(e#!- Ea0" ,a#t of a (a#$etn% ,lan !"o&l' be a,,#oa0"e' an' b#an!to#(e' >t" et"0! n (n' to en!&#e t"at t"e 0<&#al an' et"0al nee'! of 0on!&(e#! a#e (et-

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4-1-1/ Et"0! of t"e Ma#$etn% M? T"e (a#$etn% (? al!o $no>n a! t"e 4P;! of (a#$etn% (a#$etn% 0an ea0" be n'v n'v'&a '&all2 ll2 (ana%e (ana%e' ' to "el, "el, o#%an o#%an!at !aton on! ! 0#eat 0#eate e an ove#al ove#alll et"0 et"0al al &n'e#!tan'n% of ,#o'&0t ,#0e ,la0e an' ,#o(oton- 5#%an!aton! >"o ,&t an et"0al !tan0e on t"e# (a#$etn% (? >ll lea' to an (,#ove(ent n b#an b#an' ' e8&t 8&t2 2 b&t b&t t"o!e "o!e t"at t"at 'on; 'on;tt #!$ #!$ t"e t"e# b#an b#an' ' be0o( e0o(n n% % ,#ove#ball2 t#e'; n a ,&bl0 ,la0e BG(e!2 *1 -e- t"e# b#an' >ll lo!e 0on!&(e#!; lo2alt2-

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P#o'&0t Man2 (a#$ete#! #e!ea#0" t"e# 'eal (a#$et !e%(ent befo#e %on% o&t to (a#$et t"e# ,#o'&0t! be0a&!e t"! >ll en!&#e t"e "%"e!t level of !ale! a! >ell a! 'e0ent b#an' e8&t2- To en!&#e t"e et"0! of t"! a#e (et t"e o#%an!aton >ll t"n$ of t"e follo>n% 8&e!ton!/

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A#e t"e 0o(,an2;! e?,l0t val&e! al%ne' >t" t"e ,#o'&0t! Doe! Doe! t"e t"e ,#o' ,#o'&0 &0tt f&l f&lll o# &n'e &n'e#( #(n ne e t"e t"e (!! (!!o on n !tat !tate( e(en entt of t"e t"e 0o(,an2 A#e t"e ele(ent! of t"e ,#o'&0t;! ,a0$a%n% a,,#o,#ate A#e A#e all >a##an >a##ante te! ! an' %&a#ant %&a#antee! ee! ,#o( ,#o(!e !e' ' o# nfe# nfe##e #e' ' an' a#e a#e t"e2 t"e2 'elve#able A! t t&#n! o&t an o#%an!aton >"o an!>e#! no to t"e above 8&e!ton! >ll !"o> t"at t"e2 "ave (!le' t"e# 0on!&(e#! an' all #elevant !ta$e"ol'e#!-

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P#0e T"e ,#0n% (o'el of a ,#o'&0t !"o&l' al!o be t"e be!t – t"e one t"at n0#ea!e! !ale! an' ,#ot "o>eve# f#o( t(e to t(e t"e !ettn% of a ,#0e 0an "ave (ao# et"0al (,l0aton! fo# t"e o#%an!aton nte#nall2 an' e?te#nall2- P#0n% to n0#ea!e ,#ot! (ean! t"at 0on!&(e#! >t" lo> n0o(e >ll (!! o&t on b&2n% t"e ,#o'&0t a! t"e# b&2n% ,o>e#! >ll be lo> an' al!o >"e#e t"e ,#o'&0t ! a ne0e!!t2 of lfe t ,&t! t"o!e 0on!&(e#! n an &nfa# an' &n&!t ,o!ton BG(e!2 *1-

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Pla0e T"e ,la0e(ent of a ,#o'&0t 0an al!o b#n% &, et"0al !!&e!- If t"e a00e!! a00e!!b blt lt2 2 of a ,#o'& ,#o'&0t 0t ! too ea!2 ea!2 t"e#e t"e#e a#e a#e ll 0on!e 0on!e8&e 8&en0e n0e!!- An e?a(,le of t"! ! toba00o an' al0o"ol >"0" 0an 0o!t a lot an' 'a(a%e "ealt"- 5n t"e ot"e# "an' f t"e a00e!!blt2 of t"e ,#o'&0t ! lttle o# lo> t"e#e ! t"e &nfa#ne!! an' &net"0alt2 fo# 0on!&(e#!- 3o# e?a(,le f an a%#0<&#al n'&!t#2 (a$e! a ,e!t #e!!tant 0#o, an' (a$e! t avalable to (an2 (an2 'evelo 'evelo,e ,e' ' 0o&nt# 0o&nt#e! e! an' not t"#' t"#' >o#l' >o#l' 0o&nt# 0o&nt#e! e! t ,o!e! ,o!e! an &net"0al !t&aton ,a#t0&la#l2 f t"e t"#' >o#l' 0o&nt#e! "ave lttle o# no a00e!! to t"e!e ,#o'&0t!-

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P#o(oton In te#(! of ,#o(oton t>o te#(! 0an 0a&!e 0onf&!on n (an2 a!,e0t! – ba' ba' ta! ta!te an' an' &ne &net"0 t"0a al- 7a' 7a' ta! ta!te ! #efe## fe##e e' to a! !o(e !o(et" t"n n% % na,,#o,#ate o# 'eant of 0<&#al no#(! >"e#ea! &net"0al ! !o(et"n% t"at t"at b#ea b#ea$! $! #&le #&le! ! an' an' o# "a! "a! ne%a ne%at tve ve 0onn 0onnot otat ato on! n! BG( BG(e! e!2 2 *1 *1P#o( P#o(ot otn n% % a ,#o' ,#o'&0 &0tt t"at t"at 0#ea 0#eate te! ! a fal! fal!e e ,#o( ,#o(! !e e o# !"o> !"o>! ! to 0a&! 0a&!e e ,"2!0al o# e(otonal "a#( ! !a' to be &net"0al- A've#t!n% ! !a' to be t"e t"e one one a!,e a!,e0t 0t t"at t"at att#a att#a0t 0t! ! t"e t"e (o!t (o!t atte attent nto on n an' an' >" >"l! l!tt t"! t"! "a! "a! !%n0ant et"0al 0on!e8&en0e! t"e#e a#e ot"e# a!,e0t! !&0" a! to >"o( t"at an o#%an!aton >ll ,#o(ote- A! !a' befo#e t (a2 be &net"0al to (a#$et t"e ,#o'&0t to v&lne#able o# lo> n0o(e 0on!&(e#! a! t"e2 (a2 not "ave t"e !&0ent f&n'! to "el, to f&n' t"e# ,�"a!e of t"at ,#o'&0t-

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4-/ Ho> 5#%an!aton! Re!,on' to Et"0al I!!&e! Et"0al !!&e! a#e 'ene' a! t"o!e !!&e! t"at "ave a (o#al #%"t an' >#on% an!>e#- In ot"e# >o#'! t"e2 a#e t"o!e !!&e! >"0" 0o&l' et"e# be %oo' fo# an o#%an!aton o# ba' fo# an o#%an!aton- Man2 of t"e!e et"0al !!&e! !!&e! a#e a#e 'ealt 'ealt >t" >t" &n'e# &n'e# t"e Co'e! Co'e! of Con'&0 Con'&0tt t"at t"at o#%an o#%an!at !aton on! ! !t,&late n t"e# (!!on !tate(ent o# 0o#,o#ate %ove#nan0e !tate(ent!-

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NI"o "ave >#tten a Co'e of Con'&0t a %&'e to follo>n% et"0al %&'elne! fo# t"e %#eate# %oo' of t"e env#on(ent an' !o0et2- T"e2 &!e t"e# 0o#e val&e! to e(,"a!e t"e# et"0al %&'elne! an' "ave ,&t n ,la0e #&le! an' #e%&laton! to 0o(bat et"0al !!&e! an' avo' 0on0t! n et"0al !t&aton!-

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C"l' Labo&# C"l' labo&# alt"o&%" ,#evalent n t"e 19 t" an' *t" 0ent ! !tll a#o&n' no>a'a2! no>a'a2! >t" 1:= (llon 0"l'#en 0"l'#en !tll n 0"l' labo&# a0tvte! a0tvte! %loball2 %loball2 BUNICE3 BUNICE3 *1.- Man2 o#%an!aton! o#%an!aton! "ave (a'e 0"l' labo&# ,#o0e!!e! ,#o0e!!e! lle lle%a %all n t"e t"e## ,#o' ,#o'&0 &0t ton on of ,#o' ,#o'&0 &0t! t! an' an' %oo' %oo'! ! an' an' (an2 (an2 of t"e( t"e( 0ontn&e to ,#o(!e t"e abol!"(ent of all fo#(! of 0"l' labo&#-

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A fa(o&! e?a(,le ! N$e >"o >e#e nvolve' n a la#%e 0"l' labo&# !0an'al ba0$ n t"e 199*;! an' >e#e a00&!e' of e(,lo2n% an' e?,lotn% 0"l'#en to ,#o'&0e !o00e# ball! an' Conve#!e !"oe! BTED 1999- T"e2 >e#e >e#e a00&!e a00&!e' ' of e(,lo e(,lo2n 2n% % ,eo,le ,eo,le n "o##e "o##en'o n'o&! &! 0on't 0on'ton on! ! (an2 (an2 of >"o( >e#e 0"l'#en &n'e# t"e a%e of 16- Sn0e t"en t"e2 "ave #a!e' t"e >a%e! of >o#$e#! an' "ave be0o(e (o#e t#an!,a#ent abo&t t! labo&# ,#a0t0e! BL&t *16-

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7ee#!'o#f "a! !tate' n t"e# Co'e of Con'&0t t"at t"e2 'o not tole#ate an2 fo#( of lle%al labo&# b2 0"l'#en &n'e# t"e a%e of 16 an' 'o not a00e a00e,t ,t an2 an2 fo#( fo#(! ! of !lav !lave e t#a' t#a'e e B7e B7ee# e#!' !'o# o#f f *1: *1:-- T"! T"! ! f&#t f&#t"e "e## e?,#e!!e' n t"e# Et"0! an' H&(an R%"t! !tate(ent >"e#e t"e2 !tate t"at t"e ,#ote0ton of "&(an #%"t! ! a ,#o#t2 an' t"at t"e2 'o not tole#ate !tan' fo# an2 t2,e of fo#0e' labo&#- 3o# e?a(,le n t"e# S&,,le# Co'e of Con'&0t t"e &!e of ,&n!"(ent! n fo#0e' labo&# a! >ell a! ve#bal ab&!e ! ,#o"bte' &n'e# t"e IL5 Conventon! 9 an' 1*6 B7ee#!'o#f USA *1:-

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T#an!,a# T #an!,a#en02 en02 T#an!,a#en02 T#an!,a#en02 ! t"e 'ea t"at o#%an!aton! !"o&l' be "one!t an' o,en abo&t t"e# nan0al #e,o#tn% an' a00o&ntn% (et"o'! a! >ell a! t"e# eve#2'a2 b&!ne!! o,e#aton!- 3o# t"o!e o#%an!aton! t"at a#e ,&bl0 t"! n0l&' n0l&'e! e! a00&#a a00&#ate te an' 0o(,le 0o(,lete te #e,o# #e,o#tn tn% % on nan0 nan0al al #e,o# #e,o#t! t! an' fo# !(all to la#%e b&!ne!!e! t"! n0l&'e! 0o((&n0atn% ee0tvel2 !o a! not to 0a&!e (!nte#,#etaton an' 0lea#l2 0onve2 t"e ntenton! of t"e 0o(,an2- Et"0all2 t"! ! a b&!ne!! et"0! te0"n8&e >"0" ! $e2 n t"e ,e#fo#(an0e of a 0o(,an2 an' 0o&l' (ean t"e 'e#en0e bet>een t"e %an o# lo!! of a 0o(,an2-

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T"e nfa(o&! En#on !0an'al !0an'al of **1 #eall2 e(,"a!e' t"e et"0al et"0al !!&e of t#an!, t#an!,a# a#en0 en02 2- 72 $ee,n% ee,n% "&%e "&%e 'ebt! 'ebt! o t"e# t"e# balan0 balan0e e !"eet! !"eet! En#on En#on !"a# !"a#e" e"ol ol'e 'e#! #! lo!t lo!t X+4 X+4 bll bllon on #e!& #e!< ltn n% % n t"e t"e lo!! lo!! of t"o& t"o&!a !an' n'! ! of e(,lo2ee an' nve!to# #et#e(ent a00o&nt! a! >ell a! t"o&!an'! of ob!

BA00o&ntn BA00o&ntn%De% %De%#ee #ee-o#% -o#% *1- 3o# an o#%an!ato o#%an!aton n t#an!,a#e t#an!,a#en02 n02 ! t"e (o!t (o!t (,o (,o#t #tan antt fa0t fa0to# o# n !"a, !"a,n n% % t"e t"e #elat elato on! n!" ",! ,! an' an' ln$ ln$! ! >t" >t" !"a#e"ol'e#! an' 0on!&(e#! an' (an2 0o(,ane! e!tabl!" t"e!e ln$! an' b&l' t"e!e #elaton!",! to b&l' a !t#on% lo2alt2 >t" t"e 0on!&(e#! an' !"a#e"ol'e#!• •

7ee#!'o#f >o#$n% 0lo!el2 >t" all t! ,a#tne# 0o(,ane! n0l&'n% NIt" I3RS an' n a00o#'an0e >t" t"e 0o&nt#2;! 0o((e#0al 0o'e-

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O&!t l$e 7ee#!'o#f NIt" t" 0"e( 0"e(0 0al al! ! an' an' nat& nat&#a #all n%#e'ent! t"e2 "ave a '&t2 to be "one!t an' o,en >t" t"e ,otental !'e ee0t! of t"e# ,#o'&0t! to avo' ,&ttn% t"e "ealt" an' !afet2 of t! 0on! 0on!&( &(e# e#! ! at #!$#!$- Al!o Al!o t"e2 t"e2 "ave "ave to be "one "one!t !t an' an' o,en o,en abo& abo&tt t"e t"e benet! of t"e# ,#o'&0t! to en!&#e t"at t"e2 'o not en%a%e n &nfa# t#a'n t#a'n% % >t" >t" ot"e# ot"e# (an&fa (an&fa0t& 0t&#e #e#! #! of 0#ea( 0#ea(! ! an' 'eo'o# 'eo'o#ant ant!!- In ot"e# ot"e# >o#'! t"e2 !"o&l' 'e!0#be t"e# benet! a! (,a#tall2 a! ,o!!ble !o 0on!&(e#! $no> >"e#e t"e# b#an' lo2alt2 ! ,o!tone'-

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Unit 19 - Marketing Planning Assignment HND Business and Marketing Level 5

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