al steps. These steps are as follows:
Identification of the company's marketing orientation in relation to Tiger Beer
Performing an environmental scan in relation to marketing Tiger Beer
Developing a set of recommendations for consideration by the company to improve the performance of the Tiger Beer brand
Proposing a plan for implementing the recommendations to improve the performance of the Tiger Beer brand
The methodological framework described above is illustrated in Figure 3 (the figure may be found on the following page). As indicated in Figure 3, two of the analytical tools used in the assessment of APB's position are PEST [political, economic, social, and technological) analysis and SWOT (strengths, weaknesses, opportunities, and threats) analysis. Each of these analyses is discussed in greater detail in the "Marketing Audit" section of the report.
Figure 3: Framework for Strategy Formulation
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