This section of the marketing plan analyzes the major external opportunities and threats to the company and the internal strengths and weaknesses of the company, along with a discussion of key issues facing the company.
- External opportunities and threats to the company should be described with possible programs to capitalize on the opportunities, and possible solutions to potential threats to the company.
- Internal strengths and weaknesses of the company should be described in a competitive context.
- Key issues addresses decisions to be made by the company, based upon the analysis of these external opportunities and threats and internal company strengths and weaknesses, and helps to determine objectives, strategies, and tactics.
External opportunities may be seen in an analysis of the macro environment the company operates in. Other factors affecting your company may come from the market situation or the competitive situation that your company faces.