Chapter 16. Conducting an Internal Situation Analysis

EVERY GOOD MARKETING PLAN STARTS WITH A SITUATION ANALYSIS. IT’S THE FOUNDATION UPON WHICH A COMPANY’S MARKETING GOALS, OBJECTIVES, STRATEGIES, AND TACTICS ARE BUILT.

When an organization develops a strategic plan of any kind, it must consider a number of things. It needs to consider the external environments in which it operates. It must fully understand the competitive landscape and where possible opportunity gaps exist. It has to develop a strong understanding of its prospects and customers to create a value proposition that resonates. Finally, it has to do an internal situation analysis to leverage strengths and downplay weaknesses.

This last factor, an internal situation analysis, is ...

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