Customers. A statement making reference to who the organisation's customers are.

Markets. A statement of where the firm competes.

Products or services. A description of the firm's major products or services.

Concern for survival, growth and profitability. The broad economic objectives of the firm.

Philosophy. A statement of the organisations basic values and standards of behaviour.

Concern for employees. A statement of the firm's attitude to its employees.

Concern for public image. A statement as to how much concern the organisation has for its public image and all its stakeholders.

Self concept. A statement of the organisation's strength and distinction relative to competitors.

Disclaimer: This is not advice. Items herein are general comments only and do not constitute or convey advice per se. The information contained in this article is for guidance only and should not be relied upon without obtaining professional advice having regard to your specific circumstances.
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