Critical Issues

Now we will bring the four areas of the SWOT analysis together to formulate critical issues affecting the marketing plan.

The objective is to leverage the strengths of the business to take advantage of the available opportunities, offset or improve the stated weaknesses, and minimize the risk of potential threats. Your marketing plan should address the critical issues to place you in an optimal position to succeed--optimizing revenues with the allocated marketing resources.

As you look at using your strengths and consider your weaknesses, it may be helpful for you to consider placing your business in one of four categories. 

Is you business ideal, speculative, mature, or troubled?

• Ideal; High in major opportunities and low in major threats indicates it has great promise for success.
   
• Speculative; High in major opportunities and high in major threats describes a risk situation with potentially large returns.
   
• Mature; Low in major opportunities and low in threats indicates limited growth potential with relatively low risk.example of marketing planexample of marketing plan
   
• Troubled; Low in both opportunities and high in threats raises serious questions about the potential and requires immediate reconsideration.

This discussion may also include an assessment of your ability to compete in the market, the fit of the services you offer based on the needs of the market, your price and promotion policies, or investment in the research and development activities to enhance your services.

To continue click here: Historical Results.

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Executive Summary

Market Summary
Market Demographics
Market Needs
Market Trends
Market Growth
SWOT Analysis
Business Strengths
Business Weaknesses
Business Opportunities
Business Competition
Business Services
Keys To Success
Critical Issues
Historical Results
Macroenvironment

Business Marketing Strategy
Business Mission
Marketing Objectives
Financial Objectives
Target Markets
Business Positioning
Strategy Pyramids
Marketing Mix
Services Offered
Marketing Prices
Marketing Promotion
Marketing Services
Marketing Researches

Marketing Budget Plan
Break Even Analysis
Sales Forecast
Sales Breakdown
Expense Forecast
Expense Breakdown
Linking Expenses

Effective Marketing Control
Implementation
Marketing Organization
Contingency Planning

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