The tactical analysis is designed to review, analyse and isolate certain critical tactical questions which indicate the short term prospects for the Target Company. These issues are fundamental to the profitability of the Company and will indicate the company's performance during the next few years.

Profitability ~ Productivity ~ Market Shares ~ Customers' Awareness ~ Customers' Perceptions ~ Customers' Rating of Sales Promotion Activity ~ Customers' Rating of Advertising Posture ~ Customers' Rating of Product Availability ~ Customers' Rating of Technical Competence ~ Customers' Awareness of Products ~ Customers' Awareness of Product Quality ~ Customers' Awareness of Product Pricing ~ Customers' Perception of Pricing Relative to Competitors ~ Customers' Perception of Quality Relative to Competitors ~ Customers' Perception of Relative Product Performance ~ Customers' Perception of Relative Technical Superiority ~ Customers' Perception of Relative Service Factors ~ Current Customer Base ~ Annual Sales of Products & Services ~ Current Sales ~ Costs & Margins ~ Distribution Channels & Networks ~ Pre-Tax Profit / Total Assets ~ Pre-Tax Profit / Sales ~ Pre-Tax Profit / Capital Employed ~ Pre-Tax Profit Per Employee ~ Investment / Sales ~ Receivables / Sales ~ Inventory / Sales ~ Physical Process Costs / Sales ~ Total Marketing Costs / Sales ~ R&D Expenditure / Sales ~ Added Value ~ Capacity Utilization ~ Relative Product Quality ~ Relative Product Pricing ~ Competitors ~ Competitors' Strength ~ New Products ~ Product Life Cycle ~ New Product Horizons ~ Relative Competitive Sales-Force Expenditure ~ Relative Competitive Advertising Expenditure ~ Relative Competitive Promotional Expenditure.