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The Marketing Plan

Mrs. Alexander-Harrison. The Marketing Plan. Marketing Planning. In SWOT analysis , strengths and weaknesses are internal factors . For example : A SWOT strength could be: Your specialist marketing expertise. A new, innovative product or service. Location of your business.

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The Marketing Plan

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  1. Mrs. Alexander-Harrison The Marketing Plan

  2. Marketing Planning • In SWOT analysis, strengths and weaknesses are internal factors. For example: • A SWOT strength could be: • Your specialist marketing expertise. • A new, innovative product or service. • Location of your business. • Quality processes and procedures. • Any other aspect of your business that adds value to your product or service.

  3. Marketing Planning • A SWOT weakness could be: • Lack of marketing expertise. • Undifferentiated products or services (i.e. in relation to your competitors). • Location of your business. • Poor quality goods or services. • Damaged reputation.

  4. Marketing Planning • In SWOT, opportunities and threats are external factors. For example: • A SWOT opportunity could be: • A developing market such as the Internet. • Mergers, joint ventures or strategic alliances. • Moving into new market segments that offer improved profits. • A new international market. • A market vacated by an ineffective competitor.

  5. Marketing Planning • A SWOT threat could be: • A new competitor in your home market. • Price wars with competitors. • A competitor has a new, innovative product or service. • Competitors have superior access to channels of distribution. • Taxation is introduced on your product or service.

  6. Marketing Planning • A PEST analysis helps you to consider what external influences are important and the extent to which any changes are significant for the future of your organization. It prompts you to ask: • What environmental factors are affecting the organization? • Which of these are most important? • Which are likely to be most important to the organization in the next few years?

  7. A PEST analysis helps you to consider what external influences are important and the extent to which any changes are significant for the future of your organization. It prompts you to ask: • What environmental factors are affecting the organization? • Which of these are most important? • Which are likely to be most important to the organization in the next few years?

  8. Marketing Planning Example of a PEST analysis

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