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In marketing, a marketing plan is created to guide businesses on how to communicate the benefits of their products to the needs of potential customer. The situation analysis is the second step in the marketing plan and is a critical step in establishing a long term relationship with customers. [3] The parts of a marketing plan are: Introduction
In strategic planning and strategic management, SWOT analysis (also known as the SWOT matrix, TOWS, WOTS, WOTS-UP, and situational analysis) [1] is a decision-making technique that identifies the strengths, weaknesses, opportunities, and threats of an organization or project.
SOSTAC is a marketing model developed by PR Smith in the 1990s [1] [2] [3] and later formalized in his 1998 book Marketing Communications, [1] the subsequent series of SOSTAC Guides to your Perfect Plan (2011) [4] and the SOSTAC Guide to your Perfect Digital Marketing Plan (2020). [5]
This includes processes such as market mix, research, situation analysis, segmentation, strategies, budgets, financial forecasts, competitive strategies, objective setting, and results monitoring. [ 3 ] [ 6 ] The marketing plan also shows the actions that will be taken, and the resources to be applied, in order to achieve planned goals.
Externally oriented planning, where a thorough situation analysis and competitive assessment is performed; Strategic management, where widespread strategic thinking occurs and a well-defined strategic framework is used. Categories 3 and 4 are strategic planning, while the first two categories are non-strategic or essentially financial planning.
Context analysis is a method to analyze the environment in which a business operates. Environmental scanning mainly focuses on the macro environment of a business. But context analysis considers the entire environment of a business, its internal and external environment. This is an important aspect of business planning.
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