Develop strategies that match Strength/Weakness with Opportunities/Threats including marketing determining the appropriate marketing mix covering 4Ps for products and 7Ps for services plus 2 Extra Ps for Punctuality and Principles: 1. Product/Service: description, features, what need will serve 2. Price: to be charged for such a product and/or service 3. Place (or location/distribution): how will you reach your customer 4. Promotion: how will your customers know about you 5. People: their knowledge, skills, and talent 6. Process: which primarily focus on smooth operations and customer experience 7. Physical Evidence of Quality: it is important to prove to customers that they will have quality product/service 8. Punctuality: it is important to provide a product/service to customers in a timely fashion 9. Principled: What values would the company like to convey when it present itself to all stakeholder