Current Market Boundaries and Analysis
o In this section,you should answer the following questions:
§ What is the exact definition of the market you are competing in?
§ What is the size of the market?
§ What is the growth prospect for this market? As the market increases, how will
this affect your market share?
§ What percent market share do you currently have and what percent do you
want to capture?
§ What stage of the industry life cycle is the industry?
Impact of External Environment
o Discuss the relevant issues identified using PESTLE and Porter’s Five Force Model
o How do these external environmental factors create opportunities and/or threats to
your firm’s current business model?
