SITXMPR014 Unit Name:- Develop and implement marketing strategies PART A Step 1 - Conduct thorough research to collect and analyse information on: The internal business environment: (key criteria to be included are as follows): 1. Describe the current core activities, customer base, business values and business direction 2. Identify and analyse information relating to the effectiveness of current and past marketing efforts 3. Review business performance information to identify strengths, weaknesses, opportunities, threats and critical success factors 4. Identify and record current capabilities and resources (e.g. the use of technology or e-business to develop and implement marketing strategies) including the need for specialist assistance (e.g. underperforming products and services with reasons for underperformance) and The external business environment: (key criteria to be included are as follows): 1. Identify and analyse information on expected market growth or decline, along with the associated risk factors 2. Analyse projected changes in the labour force, population and economic activity that would affect your marketing 3. Current comparative market information which may include best practice information, benchmarking and competitor information 4. Industry and customer trends, emerging issues and developments which may be: economic, ecological, environmental, government activities, social and cultural, demographic, technological or industrial 5