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Part 2: Situational Analysis

The situational analysis is designed to take a snapshot of where things stand at the time the plan is presented. It covers much of the same ground covered in the Preparing a Market Study tutorial, so those preparing a Marketing Plan should check this out as well.

This part of the Marketing Plan is extremely important and quite time consuming. For many, finding the metric needed in this section may be difficult, especially for those entering new markets. Anyone in need of numbers should look the Data Collection: Low-Cost Secondary Research tutorial, which may offer ideas for inexpensively locating the numbers Marketing Plan writers may need. For those who can afford to spend to locate marketing metrics, the Data Collection: High-Cost Secondary Research tutorial will also be of value.

The situational analysis covers the following key areas:

  • Current Products
  • Current Target Market
  • Current Distributor Network
  • Current Competitors
  • Financial Analysis
  • External Forces
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6 Comments

  1. rachel Kee makes this comment

    February 05, 2010

    well done!

  2. jason makes this comment

    November 18, 2009

    I am really glad you have posted these online. It has helped me tremendously.

  3. geraldine marchewka makes this comment

    November 16, 2009

    These tutorials are excellent! I have been given the task of writing my very first marketing report and I find these hints to be most helpful.

  4. Ashima makes this comment

    September 16, 2009

    Hey, This is great work and really helpful. I just switched careers into marketing and this is helping me a lot with my new job. Thanks, Ashima

  5. felanver makes this comment

    September 14, 2009

    Wow!!! Nice work, really great and it helps me a lot on how to construct a mini marketing plan.. Thanks a lot!!

  6. Dena Crain makes this comment

    August 15, 2009

    In a couple of hours, I got this far in your list of tutorials. Already, thinking through the topics for consideration I am discovering things I can do to make my business work better by increasing sales. I cannot wait to see what other productivity ideas come to me as I work through your tutorials. Thanks again! I think this is the perfect site for any sole proprietor who needs a bit of help and cannot afford to pay professionals to do the job for them - well done!

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How to Write a Marketing Plan

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