2Step 1: Basis View—Situation Analysis
Introduction
A solid marketing plan is no better than the basic data on which you build it. This chapter begins the first step, gathering the data on which you will construct a strategic marketing plan.
This first step is called the basis view, in which you will assess your internal and external environments. Its purpose is to stimulate your thinking about various internal and external factors that affect your firm and the products and services that it offers. If you understand these factors, you can spot emerging threats and opportunities arising from changes in your business environment.
Keep in mind that in this step, you are focusing on the broad picture rather than gathering detailed information about ...
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