Subject background 5
One overriding aim - to develop the brand
SWOT analysis
opportunities/threats analysis
strength/weakness analysis
Strategic plans
A risk assessment
creation of 'plan B'
A selling plan
the billing procedures and accounting mechanisms
roles and responsibilities of the sales force
information systems for monitoring sales
merchandising materials
development of relationships with the distribution network
targets for areas and offices
Key elements of the marketing mix
the distribution channels
advertising and promotional plans
pricing
features and benefits
Target markets
geographical areas
product areas
types of customers
Objectives for each business unit
increase profitability
introduce new
products
grow market share
Subject background 5
Other analyses
Organizational issues
integration of sales and marketing operations
attraction of talented marketers
Product life cycles
Financial information
consider profit margins
External audit
Examine market trends
Conduct new market research
Internal audit
Consider company-specific critical factors
Benchmark
business practice -> mission
competitive position
business process against competitors
Distibution channel
