2.    PERFORM EXTERNAL AUDIT

 

2.1. ECONOMIC FORCES

 

2.2 SOCIAL, CULTURAL, DEMOGRAPHIC, AND ENVIRONMENTAL FORCES

 

2.3. POLITICAL, LEGAL AND GOVERNMENTAL FORCES

 

2.4. TECHNOLOGICAL FORCES

 

2.5. COMPETITIVE FORCES

 

2.6. COMPETITIVE ANALYSIS: PORTER’S FIVE- FORCES MODEL

 

2.6.1.RIVALRY AMONG COMPETING FIRMS

2.6.2.POTENTIAL ENTRY OF NEW COMPETITORS

2.6.3.POTENTIAL DEVELOPMENT OF SUBSTITUTE PRODUCTS

2.6.4.BARGAINING POWER  OF SUPPLIERS

2.6.5.BARGAINING POWER OF CONSUMERS

 

2.7. INDUSTRY ANALYSIS: THE EXTERNAL FACTOR EVALUATION (EFE) MATRIX

 

2.8.THE COMPETITIVE PROFILE MATRIX (CPM)