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(2) Objectives as an outcome of analysis


A visual demonstration of how marketing plan strategy and objectives are an outcome of market analysis


Table 21 visually demonstrates the transition of most analyzed issues of chapter ONE, marketing analysis (1.1-1.7)
into most issues of chapter TWO; marketing strategy and objectives (2.1-2.5):

 1.0

Analysis of the current situation: past year

transition
into

2.0
 

Marketing plan strategy and objectives: next year 

1.1







1.2







1.3

environmental analysis

market analysis

competitive analysis

 >

 2.1


marketing strategy
marketing strategy

1.4

market segmentation

 >

 2.2

desired market segmentation
designed market segmentation

1.5

marketing-mix

 >

 2.3

desired marketing-mix
desired marketing-mix

1.6

swot analysis

 >

 2.4

tows-based objectives
TOWS-based objectives

1.7

positioning - analyzing perceptions

 >

 2.5

position
position


1.8

sources of information

no
transition
as these
two
issues
are not
directly
related!

 2.6

yearly sales forecast
yearly sales forecast

                                                                                                                                                        Table 21


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