ABSTRACT
Organisations cannot exist without people – people inside and outside the organisation who are all linked by its activities. This theme widens the perspective to look at the players in the organisation, the marketplace and the industry sector. The first of these players are the stakeholders. This is a broad term that typically encompasses any individual (or group) who affect or are affected by the performance of an organisation. You will examine your roles and responsibilities in relation to stakeholders
The focus then turns to your place in the market. Here you assess your customers and potential customers so that you can effectively target them with your products and services. Using market research and tools such as the Ansoff matrix will help to ensure that you make the most of the markets available to you.
