3.5 Internal environment analysis

• MOST analysis

Mission: Purpose of the project undertaken by the organisation.
Objectives: Goals enabling to achieve the mission.
Strategy: Approach to respect for ensuring objectives achievement.
Tactics: Detailed steps describing how the strategy would be implemented.

• Resource Audit

A resource audit is performed in order to determine/review resources implied in a business in terms of :
- Physical resources: buildings, equipment, lands...
- Financial resources: stability, balance sheet, turnover...
- Know how: patents, trademarks...
- Reputation: loyalty, brand recognition...

• Boston Box

Categorising products of a strategic business unit (SBU) into 2 areas: market share and market growth.

A successful product of SBU starts as a wild cat and goes clockwise round the model until it dies or it is revitalised as a new product.

Wild Cats = Problem Children = unprofitable but are investments for the future.
Stars = strengthen their position in a growing industry.
Cash Cows = mature products or services.
Dogs = low market share in markets with low growth.