Identify the general economic conditions of the country, region, state, and local area in which the firm operates.;

These worksheets are designed to assist you in writing a formal marketing plan. Worksheets are a useful planning tool because they help to ensure that important information is not omitted from the marketing plan. Answering the questions on these worksheets will enable you to:

1. Organize and structure the data and information you collect during the situation analysis.
2. Use this information to better understand a firm’s strengths and weaknesses and to recognize the opportunities and threats that exist in the marketing environment.
3. Develop goals and objectives that capitalize on strengths.
4. Develop a marketing strategy that creates competitive advantages.
5. Outline a plan for implementing the marketing strategy.

I. Executive Summary

The executive summary is a synopsis of the overall marketing plan. The executive summary is easier to write if you do it last, after you have written the entire marketing plan.

II. Situation Analysis

A. The External Environment

Competitive Pressures

Identify the firm’s major competitors (brand, product, generic, and total budget):

Identify the characteristics of the firm’s major competitors:
Size
Growth
Profitability
Target markets
Products
Key strengths and weaknesses
Key marketing capabilities (production, distribution, promotion, pricing)

List any potential (future) competitors not identified in the preceding.
Economic Growth and Stability

Identify the general economic conditions of the country, region, state, and local area in which the firm operates:

Explain the economic climate with respect to customers:
Inflation
Consumer confidence
Purchasing patterns (buying power)
Business-to-business economic conditions

Political, Legal, and Regulatory Issues

Identify any political activities that affect the firm or the industry:
Changes in elected officials (domestic or foreign)
Industry (lobbying) groups
Consumer groups

Identify any changes in international, federal, state, or local laws and regulations that affect the marketing activities of the firm or the industry:
Recent court decisions
Recent rulings of federal, state, local, and self-regulatory agencies
Changes in global trade agreements or trade law