Table of contents

Abstract-II

Table of contents-III

Chapter 1. Background-1

1.1 Background-1

1.2 Problem statement-1

1.3 Problem formulation-2

1.4 Methodology-2

1.4.1 Cricism-5

Chapter 2. Internal and external analysis-6

2.1 Internal analysis-6

2.1.1 Mission, vision and value-6

2.1.2 Current strategies-7

2.1.3 Resources-based view-7

2.1.3.1 Resources-8

Process-8

Suppliers-8

2.1.4 Time-based competition-9

2.1.5 Marketing mix-10

2.1.6 Conclusion and suggestions on strategies-12

Price strategy-12

Customer focus-12

Resource-based view and time-based competition-13

2.2 External analysis-14

2.2.1 PESTEL analysis-14

Political factors-14

Economic factors-16

Social-cutural factors-17

Technological factors-18

Environmental factors-19

Legal factors-19

Summary-20

2.2.2 Porter’s 5 forces analysis-21

Supplier’s power-21

IMM’s suppliers-21

IMM as a supplier-22

Buyer’s power-23

Threat of substitutions-23

Threat of new entry-24

Competition rivary-24

Summary-25

2.3 Conclusion and suggestions-25

2.3.1 Conclusion by Business Model and suggestions on strategies-25

Value proposition-26

Key partners-27

Key resources-27

Customer relationships-28

Customer segmentation-29

2.3.2 SWOT analysis as a summary-30

Strength-30

Weakness-30

Opportunities-31

Threat-31

2.3.3 Other strategies-32

Digital Marketing-32

Key Account Management-33

Chapter 3. Conclusion-34

3.1 Customer focus, human resouces and digital-marketing strategies-34

3.2 Customer segmentation and price strategies-34

3.3 Value proposition and time-based competition strategies-35

3.4 Customer relationship and KAM strategies-35

References-37

Appendixes-38

Acknowledgement-39