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Section I: Strategic Position, Marketing Personnel, Fact Book Summary, and Major Marketing Objectives and Strategies

Strategic Position

1. Relative profit potential of this market within the company. Example: a new market with the highest profit potential of all markets in which the business is currently competing.

2. Critique on company versus competition as to current status as well as ability to acquire the critical business strengths needed to become a major player in this market.

3. Definition of strategic position and payout. Example: St...


Cover of The Marketing Plan, 4th Edition


Marketing Strategy Structure