internal mission and visionwho are we and where are we heading to?clear mission = invisible guiding hand for employees

internal strength and weaknesses = resources, company or brand image, employee capabilities, available technology

internal vs external

the 6 macro-environmental forces = social, demographic, economic, technological, political and legal, competitive

matching strength and weaknesses - two important views:- market orientation view MOV- resource based view RBV

market-driven vs market-driving

major sources of competitive advantage:value and costdrivers!