Suppose Bank of America wanted to expand into the business of preparing people’s taxes. Its goal would be to add a new business to increase revenues. Its justification would be that people already trust them with their money and this would be a logical extension.
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1. Perform an initial evaluation of the situation. What are the major opportunities and obstacles to successfully announcing this new service?
2. Perform an initial evaluation of the organization. What are the major positives and negatives associated with its image in launching this new service?
3. Perform an initial evaluation of stakeholders/publics. Who are the major groups who will be affected and/or likely have a strong reaction? Do an initial pass in placing these groups into one of three categories: positive, negative, or neutral about the proposal.