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The external environmental analysis aim to identify both present and future opportunities and threats for a consulting organization that are basic factors to design marketing strategies.

3.1.2. Internal Analysis

Certo and Peter, (1990) defined the internal environment as the level of an organization and normally has immediate and specific implication for managing the organization. Table 3.1 listed a number of factors that are considered important components of the internal environment of a service firm.

A consulting organization that is a service firm must analyze its environment accordingly to the above principal aspects in order to identify the strengths and weaknesses of a consulting organization.

3.2. Vision, Mission and Objectives

Johnson and Scholes, (1988) demonstrated that vision refers to a clear, measurable and challenging description of a desired future goal which when achieved will give the organization a significant advantages over it's competitors. Without a clearly articulated vision of its competitive future, an organization is effectively setting out on a journey without knowing its destination. This 'mystery tour'' approach risks producing strategies and behaviour that are determined largely as a reaction to the firm's past and present circumstances than by where it would ideally like to be.

Davies, (2006) defined mission as a broad, inclusive concept. It encompasses a statement of purpose, a specific performance related vision, a set of strategic guidelines about how and where the firm will compete and set of corporate values.

The mission statement will address questions such as :

What business are we in?

What are the service and market scope of our business?

What is the essence of our business?

What growth direction are we pursuing?

In his research study of 2006, Davies concluded that best practiced firm were distinguished by the process they adopted in generating the vision or mission, as well as by what they expressed and the way they chose to express it. Their visions were measurable, memorable and expressed in language that was meaningful to all levels of the organization.

Johnson and Scholes, (1988) noted, the organizational vision and mission establishes the general direction of the firm, organizational objectives narrow the focus to more specific targets. An organizational objectives is a target toward which the organization directs it's efforts. Objectives provides the foundation for planning, organizing, motivating and controlling. Without objectives and their effective communication, behaviour in organization can stray in almost any direction. There are two different types of objectives, short-run objectives are targets that the organization is attempting to reach within one or two years and long-run objectives are targets that the 本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。