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SITUATION ANALYSIS Introduction Market and Industry Definition Product Sales History Pervious Performance Versus Objectives Market/Customer Analysis Market Size Market Growth Market Potential and Forecast Market Segments Consumer Behavior Competitor Analysis Competitor Descriptions Competitor Strategies Market Shares Company Analysis SWOT Analysis Internal Factors Strengths Weaknesses External Factors Opportunities Threats MARKETING OBJECTIVES Examples of marketing objectives include: Sales Revenues Market Share Profits Return on Investment Customer Satisfaction Customer Repeat Purchases Advertising Day After Recall Salesperson Quotas Growth in Distribution Outlets Sales by Specific Distribution Outlet MARKETING STRATEGIES Examples of marketing strategies include: Entering a new market to increase sales revenues Introducing a new product to build a market Introduction of a new promotional campaign to increase brand awareness Introduce a low price product line to build market share ACTION PLAN THE MARKETING MIX Product Price Promotion Advertising and promotional plans Public Relations Sales Force Distribution Marketing Research CONTINGENCY PLANS IMPORTANT APPENDICES AS APPROPRIATE Forecasts/Market Analysis Pro Forma Financial Statements Budgets Action Plan Analysis Media Plans Timelines and Schedules References Hiebing, Roman G..
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