Different Frameworks to Analyse the Impact of Macro or External Environment on a Company and its Business Strategies

This report discusses various frameworks and tools to analyze the external business environment of a company, using Tesla Motors as an example. It covers stakeholder analysis, PESTLE analysis, and SWOT analysis to understand the impact of political, economic, social, technological, legal, and environmental factors on business strategies. It also explores the role of strategy in achieving business objectives.

UNIT 32
BUSINESS STRATEGY

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
Discuss about different frameworks to analyse the impact of macro or external environment
on a company and its business strategies...............................................................................3
TASK 2............................................................................................................................................7
Evaluate internal capabilities and environment of a business firm by adopting appropriate
frameworks.............................................................................................................................7
TASK 3............................................................................................................................................9
Apply porter's five force framework to analyse the competition in marketplace for the
selected company ...................................................................................................................9
TASK 4..........................................................................................................................................11
Apply different kind of concepts, models and theories and formulate a strategic plan to attain
objectives of concerned organisation...................................................................................11
CONCLUSION .............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Business strategy is referred as the decisions and actions that are taken by a business firm so that
expected outcomes and results can be achieved in a proper manner. These strategies are the
master plan which is adopted and implemented by a company to attain competitive advantage in
market (Amran and et. al., 2016). This report is written for Tesla Motors which is a USA based
automotive organisation, situated in Palo Alto, California. This company was founded in 2003
and perform their business operations in global manner. This report will discuss about various
frameworks and tools to acknowledge the external business environment of a company. Also,
different models to evaluate internal environment of a company are discussed. Other than this,
Porter’s five force model is discussed and a strategic management plan is produced so that
organisational targets can be attained desirably.
TASK 1
Discuss about different frameworks to analyse the impact of macro or external
environment on a company and its business strategies
Tesla motors was founded in 2003 with the aim of producing electric cars and other vehicles. At
present, company is successfully operating in different parts of the globe and assists in clean
energy generation and scalable storage products. To achieve expected results, it is important for
Teslsa to identify their business environment in detailed manner. Some information in this aspect
are discussed below:
Vision: Main vision of Tesla Motors is to build electric vehicles which are better, faster and
more efficient than gasoline cars.
Mission: Major mission of Tesla is to replace gasoline vehicles with electric vehicles so that
environmental sustainability can be supported.
Objectives: Main objective of Tesla are stated below:
 To build brand awareness and manage organisational reputation for long term basis.
 Retaining existing customers of company to create customer loyalty and referrals.
Role of Strategy in attaining business objectives
Strategy is defined as an action which is taken by the manager of a company to achieve
organisational targets and goals in productive manner. With the help of appropriate business
strategy, Tesla can identify counter measures to deal with their rivals. Along with this, different

strategies of business will helps Tesla in identifying needs of customers due to which right
product can be given to them within time. This helps in achieving organisational goals and
targets in a proper manner.
Analytical frameworks in context with Tesla Motors
Stakeholder analysis
Stakeholder analysis benefits in evaluation and analysis of stakeholders on the basis of their
priorities so that they can be managed, engaged and given authority in appropriate way. This is a
systematic way under which power and interest of various stakeholders is identified. In context
to Tesla, this analysis is carried out below:
Stakeholder’s identification: These involves all the people that impacts the business operations
and activities of a company in either direct or indirect manner. In case of Tesla Motors, main
stakeholders for company are its manager, employees, customers, investors, government, interest
groups, senior managers, suppliers, business allies etc.
Prioritising of stakeholders: At this stage, various stakeholders of Tesla will be
prioritised as per their power and interest in the working of company (Anwar, 2019).
 High power and high interest: These stakeholders are most important for company and
their satisfaction is most important for working of company. These stakeholders for
company are investors, alliance partners, customers, manager etc.
 High power and less interest: For company these stakeholders are suppliers and
government as they have very high power but their interest is less in affairs of company.
 Low power and high interest: For company these stakeholders are their employees and
other strategic alliances.
 Low power and less interested people: These people have very low power and interest
in the affairs of Tesla. Their satisfaction and dissatisfaction do not impact company in
any manner. For example, social groups, Interests groups, future employees etc.
Understanding key stakeholders: It is the last stage of stakeholder analysis in which
needs and requirements of stakeholders are identified and fulfilled as per their priority for
company. To satisfy them, different strategies are also implemented and adopted at this stage
(Bentley-Goode, Newton and Thompson, 2017).
Including this, if it is talked about the high power with high interest holding stakeholder, then
these are, investors, alliance partners, customers, manager etc. Basically, the reason behind they

having high interest is that their own needs and requirements are going to be fulfilled in a shorter
span. Including this, it is also said that since, Tesla is going to launch a whole new car, it will aid
them in sustaining within the market for a longer period of time, where they are also fulfilling the
needs and requirements of customers, managers, partners, investors and so on.
PESTLE Analysis
These are techniques or tools which are used by businesses to identify the external forces that
impact the businesses. PESTLE analysis for Tesla Motors is mentioned below:
Political factors: These factors are related to the degree of government intervention in the
business, economics and certain industry. Its involves government policies, political stability,
corruption, foreign trade policy, tax policy, labour laws, trade restrictions and so on. Tesla
Motors can survive in UK automotive market and can earn higher profit as the government
policies over UK does not change rapidly due to which company can maintain their strong
position. Increase and decrease in the tax level on car sales by government can influences the
revenue of the company negatively.
Economic factors: Various economic factors are exchange rates, interest rate, growth rate,
inflation rates, unemployment rates etc. companies like Tesla Motors has been also affected by
some economic factors. Increase in infrastructure development can provide more transport links
resulting in higher production level for Tesla. But rise in inflation rates may reduce the
purchasing power of people which leads to decrease profits as sales will decrease (Chang, 2016).
Social factors: These factors are concerned with the customer’s belief, socio-culture and their
changing preferences. This factor will also affects Tesla Motors as customer preferences changes
on regular basis due to which they may shift their preference to other automotive industries
which may lower the goodwill of Tesla. But as company meets all the ethical changes and ensure
smooth trade between suppliers and customers. Customer’s perceptions towards the products and
services of Tesla Motors is positive.
Technological factors: It involves the rate of technological innovation and developments that
could affect a market and industry. These factors focuses on technology incentives, the level of
innovation, automation, research and development activities. Companies like Tesla Motors needs
to focus on what is the latest trend and technology. If it works with the technology that is not
favourable according to the trend then its production and profits level will be affected in negative
manner (Dahlberg, Hokkanen and Newman, 2016).

Legal factors: It includes more specific laws such as discrimination, consumer protection,
employment laws, copyright and patent laws. Tesla needs to be aware of any potential changes in
legislation and the impact it may have on business in the near future. Due to getting registered
for its patent and copyrights Tesla Motors do not have to pay legal fines and penalties.
Environmental factors: These factors relates to the influence of surrounding environment. It
includes climatic conditions, recycling procedure, carbon footprints, waste disposal etc. Tesla
Motors has been affected by these factors in many ways like waste management procedure,
supply chain management etc. Tesla Motors is taking many initiative to promote renewable of
sources of energy technology and investment in various environmental projects to maintain the
ecological conditions (Drnevich and Croson, 2013).
Analysis of macro environmental factors:
After PESTLE analysis, it can be analysed that political and economic factors are in favour of
Tesla but due to Brexit, these factors may not favour Tesla high advantages. Also, people in UK
are very modern and technologically advanced due to which high technology cars of Tesla will
be highly appreciated by them. There is high demand of environmental friendly cars by the
customers in UK which needs high investment for bringing innovation by which emission of
CO2 can be reduced. However, if rival companies provides better cars than Tesla then customers
may not prefer the offerings of Tesla. Also, it is evaluated that if Tesla follows environmental
and legal norms then they will work in positive manner. Due to this, positive image of company
will be sustained in the minds of people due to which attaining positive outcomes will be much
easier.
It is also analysed that Tesla needs to focus on both local and global market along with
expectations of customers from different income levels. Right now company is only giving
preferences to the higher or richer society due to which the local market remains under
developed. The main reason for the same is because of enhanced disposable income. People look
for good quality in the cars so that they can be highly satisfied. For this, they are willing to pay
premium amount for getting the products at desirable rates. Also, the customers are influenced
with the new technology, the company can charge the amount by setting its profit margin. In this
way, it can make higher profits which can be invested in further projects and avenues. Tesla

Motors is known world-wide because of its innovation in electric cars design and manufacturing
technology. Tesla Motors has very good expertise in its aluminium technology which has lighten
the weights of the car and has made it more efficient. Due to these aspects, Tesla is working
profitably in external business environment.
SWOT Analysis
This framework is used to acknowledge the strengths, weaknesses, threats and opportunities
related with a business. By this, a manager of company can acknowledge right strategies so that
high revenues can be earned.
Strengths:
 As company dominates electric vehicle sales, company has high brand equity in US and
UK market.
 Tesla is a top most employer company as it provides good culture and environment to its
employees.
 Tesla is a market leader in terms of innovation due to which customers are highly
satisfied with the offerings of company. This is the reason company enjoys loyal
customer base.
 Tesla uses new and innovative technology which make customer to trust the brand and
experience its services.
 This organisations has high brand value as it is a top brand that offers range in electric
cars over gasoline and other fuel cars.
 Company has initiated an insurance program in the association with mutual insurance
organisation with the name of Insure My Tesla.
Tesla wants to become a leader of electric vehicles, they can achieve their strategy and
their present strength which Tesla has a very high brand equity in the market can be very helpful
in achievement of this strategy. Tesla also has advantage of a very strong market base which is
also a key which helps in having a successful launch of new products in their target market.
Weakness:

 Limited supplies of batteries limits the production of electric vehicles. This is one of the
biggest weakness for company.
 Due to its complicated process of manufacturing, it is unable to meet demand and supply
in a timely manner.
 Company is not able meet the demand of cars in comparison with previous year results.
This will impact the brand value of company in negative manner.
 Tesla faced challenges in manufacturing of products as they have less manpower for
production in comparison to other companies.
 This organisation lacks in high volume production due to issues in management of
resources and production cost.
Tesla has a weakness that they are having a complicated manufacturing process. This is
going to have a impact on the launch of new electric cars as there are lot of changes which have
to be made in their manufacturing process which will lead to a negative impact on planning and
implementation of new strategy. Tesla is not able to meet their present demand which will again
posses a barrier on adoption of new strategy.
Opportunities:
 Tesla is going to start manufacturing of batteries that helps the company in reducing the
production cost.
 Tesla expand its business in Asian market which leads to increase in the profit of the
company and builds strong market globally (Grover and Kohli, 2013).
 By elimination extra processes, managers of Tesla can reduced operational cost of cars.
This will help in reducing the overall cost of cars by which high sales can be earned.
 By increasing their social media presence, company can promote about their innovative
cars. This will help in earning high revenues.
Tesla is a brand which has a opportunity to expand their business to Asian markets which
is a great opportunity for them to expand their present market share. The new project can be
which is innovative electric vehicle can help a lot in increasing sales and approaching a new
segment of market.
Threats:

 Tesla competitors such as BMW, Mercedes, Audi etc. are going to launch environment
friendly cars at lower price which affects the sale and profitability of the company.
 Autopilot vehicles of organisation has faced some accidents due to which negative image
of company has prevailed.
 As manufacturing an innovative product is complex, major flaws have been encountered
in the cars. This has reduced the enthusiasm of customers to buy electric car.
 Company offers self-driving cars which is a big concern for the pedestrians due to
strategy issues.
 People who are in the age bracket of 50 to 55 feel insecure and unsafe to use self-driving
cars, this leads to decline in the sales of Tesla.
 Increasing rates of materials, resources and equipment’s to manufacture car, can increase
the overall cost of car. This can restrict the people from purchasing vehicles of Tesla.
There is a big threat for Tesla as their new strategy can be adopted very easily by their
major competitors which can again pose a big threat for this brand. As if other competitors are
adopting this technology very fats then it is going to have a negative impact on the present level
of sales. Hence, it becomes very necessary for Tesla to implement their strategy very fast so that
there is investment made by Tesla after necessary consideration is given to all such factors. It
may become difficult for them to retain their existing customers.
From this framework, it can be analysed that Tesla is a market leader in terms of
innovation due to which customers are highly satisfied with the offerings of company. This is the
reason company enjoys loyal customer base. But, Tesla takes a long time in manufacturing, due
to which their overall production rates are less. Furthermore, the prices of raw materials is also
high due to which the overall prices get increased. However, this cannot impact its position due
to its position. As company supports innovation at regular basis, employees have to work extra
hours which leads to dissatisfaction among them. It is also analysed that to enhance their
production process manager of company can contact with appropriate suppliers so that high
quality cars can be manufactured. By this, brand image of company will further improve. Also,
operational and production costs will be less.

TASK 2
Evaluate internal capabilities and environment of a business firm by adopting appropriate
frameworks
Strategic capabilities: This is a process in which research is carried out on a company so that its
internal business environment can be analysed and appropriate business strategies can be
formulated. High strategic capability will benefits Tesla Motors in attaining their goals and
targets in a timely manner.
Mc Kinsey 7's model
This model is used by business firm to analyse and evaluate the internal environment of an
organisation. This is a tool will which benefits managers and business owners of Tesla to align
their resources with organisational goals so that high productivity can be gained. In case of Tesla
Motors, this model and its elements are mentioned below:
 Strategy: Tesla works on a business strategy in which use of electric cars and
sustainable energy is promoted so that concepts of clean and green environment can
be popularised.
 Structure: It is the manner in which business divisions and department are organised
in a company. Tesla has divisional organisational structure where work is performed
according to different divisions so that productivity of company can be maintained
(Johnson, 2016).
 System: Different systems of company like team management system, production
system, selection system etc. are managed in efficient manner. This helps in
maintaining uniformity at Tesla Motors.
 Shared values: It is the main component of this model which explains the standards
and norms that guides the behaviour of workers in an organisation. Shared values of
Tesla helps in maintaining appropriate culture, norms and ethics at workplace.
 Skills: In context with Tesla Motors, specialised skills of employees helps them in
gaining competitive advantage over rivals. This is the reason Tesla is a market leader
in their respective field.
 Staff: Tesla is needed to identify the capabilities of staff before hiring them so that
people with high working potential can be hired. This will benefits in earning
maximised sales and profits (Köseoglu and et. al., 2013).

 Style: Organisations like Tesla is needed to adopt flexible style of working so that
their workforce can perform work in a systematic manner. In context with concerned
firm, persuasive style of management will be best.
Including this, if this model is analysed then it can easily be said that Tesla is working with an
effective and at an appropriate level, where they could deal with different issues and deal with
uncertain situations as well in a shorter span.
By this model, it can be analysed that if the strategy and structure of Tesla is appropriate then it
will benefit the organisation in performing their work productively which will ensure in attaining
targets. Skilled staffs will also ensure that organisational tasks are performed to the optimum best
in order to gain high competitive advantage. But if staffs are not competent enough, then even
the strategies and structure of the company are not appropriate. Tesla will never attain expected
results. On the other hand, looking at the strengths and weaknesses of Tesla, the strength of
every Organisation is their employees and Tesla possesses this as they have highly qualified
employees who has information in regards to Artificial intelligence and so on. Including this,
weakness of Tesla is decision making, where their managers deal with number of conflicts
among staff, which impacts negatively upon performance level, in a shorter span.
VRIO analysis
It is a strategic tool that is used by a company to analyse and evaluate their internal
capabilities and resources so that they can identify if gaining sustained competitive advantage is
possible for them or not. In case of Tesla Motors, VRIO analysis is stated below:
Valuable: It is important for a company to have some valuable resources which will benefits
them in getting advantage over rivals. Valuable resources will help Tesla in differentiating their
products and services from rival organisations. Valuable resources in context with Tesla are their
power trains, motors, Tesla battery pack etc. These resources helps in preparing of innovative
cars which are capable enough to compete against gasoline and fuel based cars.
Rareness: In order to became a market leader, it is important for a company to identify if their
products and resources used to create those products are rare or not. Rare products have some
unique features which differentiate them from products of rivals so that high revenues can be
earned. Products of Tesla are very rare due to presence of innovation and elements of
environment sustainability in them (Maté, Trujillo and Mylopoulos, 2012). Due to this rareness,

customers are attracted towards the products and prefers to buy electric cars of Tesla which are
more expensive in relation with the traditional cars. Rare processes of company will help them in
sustaining a unique identity due to which productivity of rival organisations can be counter
measured.
Imitable: Each business firm want that their resources and products will not be copied by the
competitors. If products of a business firm will be imitated than uniqueness of company will be
reduced and this will impact the profits and sales of Tesla in a negative manner. In relation to
Tesla Motors, this organisation holds a strong position within market as their products are hard to
imitate and it is not possible for rivals to imitate it. This helps the company in formulating a
unique brand image in market. This is the main reason due why Tesla is operating as a market
leader in their respective field.
Organisation: It is very important for the concerned company to coordinate and manage their
present resources in an appropriate manner to support the valuable, rare, and imitable
capabilities. A business needs to use their materials and resources in an optimal way in order to
acquire more revenue and attain high profitability. Tesla has a very good organised system that
helps them to manage their resources suitably. This will help them in performing their work with
greater efficiency. Due to this, rival organisations will be given high competition and attainment
of high profits and revenues will be easier.
Including this, if this model is analysed then it can easily be said that Tesla is performing in
much more effective level, where they has developed different range of strategies, which will
help them in sustaining within the market for a longer period of time. . It is analysed that with the
help of rare and valuable resources it will be easy for the concerned company to achieve
competitive advantage over the rivals without any difficulties. The rare products of the
organisation have some unique features which differentiate them from products of rivals so that
high revenues can be earned. But, if rare products will not be given to the customers, they will
not feel valuable and their response towards the offerings of organisation will be less. This will
impacts the revenues and profits of Tesla in negative manner.

TASK 3
Apply porter's five force framework to analyse the competition in marketplace for the
selected company
Porter's five force is a strategic framework to analyse the competitive environment of a company
so that actual performance of firm in marketplace can be identified. In case of Tesla, Porter's five
forces is mentioned below:
Competitive rivalry: Due to environmental degradation, people are supporting the use of
electric cars. In this context, other organisations like Jaguar, BMW etc. are also working to
operate in electric vehicles. Due to this, competition in these companies to gain superiority in
electric vehicles is increasing day by day. Thus, this force is high for Tesla Motors. Including
this, the strength of this force is that analysing the competitive level may aid Tesla in taking right
decisions to gain competitive advantages. On the other hand, weakness is that making alterations
as per the requirements of the strategies adopted by competitive business organisation.
Threat of substitutes: There were instances where Tesla Motors fails to meet the norms which
has been stated for safety and health because costs of meeting these norms were too high. Due to
this, there are chances that other companies can introduce new substitutes to overcome existing
inefficiencies. In this context, products of Tesla will be replaced by products of rivals. Hence,
this force is also high (Mellat-Parast and et. al., 2015). Strength in present context for Tesla is
their staff and the weak point for this organisation is slow in adopting the updates that are
coming within the technology.
Bargaining power of buyers: Company is totally depend on the customer’s acceptance as they
are producing innovative electric cars and other vehicle products. If customers will not accepts
the product of company then they may face loss of revenues and profits. Hence, bargaining
power of buyers is high. Including this, strength is that innovative electric cars (products) of this
organisation. Away with this, the weak point is less amount of buyers in all over the world.
Bargaining power of suppliers: As competition in automotive sector is increasing, it is not
possible for business firms to get all the required equipment’s, resources and other materials.
Even, suppliers are not able to provide every required resources due to increased demand. Hence,
company gets required equipment’s and resources from suppliers in high prices. This shows that
bargaining power of supplier is very high. Basically, strength in present context is that number of
suppliers for this organisation are high in numbers, which means there will be no issues in

regards to raw materials and so on. Away with this, weakness of this factor is that consumption
of natural resources are being done in much effective manner.
Threat of new entry: Tesla motors is a renowned company which operates in global manner
and invest millions of pounds to carry out innovation in their products. For a new business, it is
not possible to invest such a heavy amount. Hence, this force is low for concerned company
(Scholes, 2015). Strength in present context for Tesla is their staff and the weak point for this
organisation is slow in adopting the updates that are coming within the technology.
TASK 4
Apply different kind of concepts, models and theories and formulate a strategic plan to
attain objectives of concerned organisation
Porter’s generic strategies
These are strategies that identifies how a company gain competitive advantage within the chosen
market. Porter's generic strategies consist of three strategies that includes cost leadership,
differentiation and focus strategy. With reference to Tesla, the manager of the company adopt
porter’s generic strategies which are as follows:
Cost leadership strategy: Cost leadership strategy is a business strategy that is achieve by either
reducing the cost or increase market share. This will lead to increase in the profit and gain
competitive edge in the market. In context to Tesla, the company is planning to start
manufacturing of batteries in order to reduce the production cost and earn high profits.
Differentiation: The strategy consist of producing goods and services different from its
competitors so that it attract more customers and leads to generation of higher profit. To achieve
this, innovation in the product and affective marketing is needed. With reference to Tesla, they
uses environmental friendly technology in manufacturing the cars which make the company
different from its competitors in the market. This leads to the brand popularity of the company
and further leads to increase in the sales of the Tesla (Thompson, Strickland and Gamble, 2015).
Focus: This strategy focus on either cost strategy or differentiation strategy. The company need
to ensure that it providing extra benefits to its customers with the services. In context to Tesla,
the company focuses on selling electric vehicles which makes them differentiate in the auto
mobile industry. In addition to this, it also provides sustainability solutions in the market that
makes it different among the competitors and leads to generation of high profits.

Strategic management plan
It is the way to formulate different type of business strategies and their implementation so
that organisational objectives can be acquired properly. This concepts has its focus on
interconnecting different business departments so that organisational work can be produced in a
systematic manner. Strategic management plan in context with Tesla is mentioned below:
Vision Vision of Tesla is to develop electric vehicles and cars which are
efficient and sustainable for nature so that environmental degradation
can be reduced.
Mission Mission of Tesla is to become a market leader of electric vehicles so that
reliance of individuals on gasoline vehicles can be reduced.
Objectives Tesla's objective is to manage the unforeseen problems in regards to the
new technologies and earn high profits and revenues against rivals by
building brand awareness and brand equity on long term basis.
Strategies There are different type of strategies that can be adopted by the
concerned company, managers in Tesla Motors is recommended to adopt
differentiation strategy. It is important for Tesla to make differentiation
in their products or services in order to ensure profitability, increase
market share and gain competitive edge in the market (Anwar and
Hasnu, 2016).
Implementation and
control
To implement above mentioned strategies and tactics, manager in Tesla
Motors can formulate short term goals, devise different policies and
allocate resources to different departments as per their requirement. To
control these measures, regular monitoring can be carried out.
Evaluation Business organisations knows that a business strategy cannot provide
long term advantages. Hence, it is important for the manager in Tesla to
evaluate the performance of different strategies on regular basis. For
evaluation purpose, techniques like benchmarking and KPIs can be used.
Tactics

Main tactics which are adopted by the company to promote themselves in marketplace are
reducing the cost of their products by improving their production processes, increasing efficiency
of supply chain management, increasing their online presence, initiating business campaigns etc.
other than this company can adopt the tactics to acquire shares of rival companies so that Tesla
can expand profitability in marketplace. In order to adopt right tactics in context with a business
firm, manager of company can adopt marketing mix. This strategic framework will help Tesla to
adopt right tactics so that high advantage can be gained. Marketing mix of Tesla is stated below:
Product: Company provides innovative products like electric cars and vehicles. These products
are very efficient in nature and helps in preserving environment from harmful smog and fumes.
Product tactics of company is to prepare innovative products in timely manner so that right
attention of customers can be gained.
Price: As products manufactured by company are very innovative and new, company choosing
Premium pricing as their price tactics. Under this, company targets rich class which is able to
purchase the products of company.
Place: Products of company are available at every corner of globe due to the wide popularity of
company. People can purchase products of company through both online and offline medium.
Promotion: in order to promote and advertise their product, company chooses the promotional
tactics in which celebrities promotes the products of company in advertisements so that
maximum number of people can acknowledge and purchase them.
Resources needed to achieve strategic goals of company
Valuable resources in context with Tesla are their power trains, motors, Tesla battery pack etc.
other than this, skilled employees, capital, equipment’s, machines, funds, expertise of car
marking are some important resource which are needed by company to accomplish their strategic
objectives. Without these resources, concerned company will not be able to attain their strategic
objectives.
CONCLUSION
As per this above mentioned report, this can be summarised that business strategies
benefits a company in gaining monetary and other advantages against rival firms. There are
different frameworks like Pestle, stakeholder analysis, Swot, VRIO and McKinsey's 7s model

which benefits a business organisation in analysing their external and internal environment in
which they are operating. Other than this, to evaluate the performance of a company in market,
porter's five force model can be used by the owner of company. Strategic marketing plan benefits
a company in acknowledging their mission, vision and other values so that appropriate strategies
to gain high productivity can be formulated.

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