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    • External Analysis

    Expectation identification

    • Deliverable: Objective. Input to Opportunities/Threats (SWOT) analysis.
    Macro Analysis
    • Deliverable: Scenarios. Input to Opportunities/Threats (SWOT) analysis.
    Industry Analysis
    • Deliverable: Positions. Input to Opportunities/Threats (SWOT) analysis.
    • Deliverable: Factors of competition.
      • Input to gap analysis and Value innovation.
    Competitor Analysis

    Next process

    Identification of expectations

    Input:

    • Bylaws / Shareholder agreement
      • This declares the objectives of the company an the reason for it beeing founded. Shareholder agreement could have constraints on dividends, locations, collaborations etc.
    • Obligations made by the company.
      • This could be long contracts and obligations to bondholders/banks and could determine how much the company can invest.

    Process:
    Interview the main shareholders do get their expectations to the strategy.
    Sum up all expectations in an overall objective.