For example, consider Coca-Cola Industry.

• The Firm

1. What are the objectives of the firm?
2. What are the strengths of the firm?
3. What is the firm's financial condition?
4. What are the constraints and weaknesses of the firm (i.e. financial condition, organizational conflict)?
5. What is the management philosophy?
6. What does the organizational structure tell you about how decisions are made?

• The Marketing Strategy

1. What are the objectives of the marketing strategy?
2. What marketing concepts are at issue in the current strategy?
3. To what target market is the strategy directed?
4. What competitive advantage does the marketing strategy offer?
5. What good and/or service does the organization offer?What consumer need does the product solve?
6. What promotional mix, channels of distribution, and pricing strategies are being used by the organization?