INTRODUCTION...................................................................................................... 1
Step 1 – Analyse the current situation...................................................................1
Examining the internal and external environment of the SMME and a SWOT
analysis for the company....................................................................................... 1
Internal Environment Analysis............................................................................ 1
Mission statement........................................................................................... 1
Resources........................................................................................................ 2
Business offering............................................................................................. 2
External Environment Analysis...........................................................................3
Technological................................................................................................... 3
Competetive.................................................................................................... 3
Political legal................................................................................................... 3
Economic......................................................................................................... 3
Socio-Cultural.................................................................................................. 3
Ecological........................................................................................................ 4
SWOT Analysis – Table format.............................................................................4
Recommendations to the SMME......................................................................5
Step 2 – Analyse markets and customers..............................................................6
Discussing concepts theoretically and applying the theory to the SMME in
practical terms by defining the market, calculating market share and identifying
the needs and behaviour of customers..................................................................6
Market Analysis................................................................................................... 6
Type of Market Served..................................................................................... 6
Market share.................................................................................................... 6
Target market.................................................................................................. 6
Customer Analysis.............................................................................................. 7
Individual Factors............................................................................................. 7
Group factors................................................................................................... 8
Reference Group.............................................................................................. 9
Recommendations......................................................................................... 10
CONCLUSION........................................................................................................ 11
References........................................................................................................... 12
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