1. The marketing plan
Chapter 2

2. 2.1 SWOT Analysis
What is a swot analysis: A critical look at internal/external factors to assist In making decisions.

3. 2.1 SWOT Analysis
Internal Strengths & Weaknesses: What does it measure?
Company: What a company does well/which areas are weak
Customer: monitoring customer satisfaction
Competitive position: internal performance compared to competition

4. 2.1 SWOT Analysis External opportunities & threats
Competition: knowing what the competition is doing
Environmental scan
Political: laws and regulations that may affect operations
Economic: state of the economy, inflation, gdp, etc.
Soci-cultural: preferences, attitudes, lifestyle, opinions
Technology: How technical advances/change (software/hardward, capapbilities)

5. 2.2 market segmentation Identify & analyze market
Mass marketing
Demographics: age, gender, income, marital status, ethnicity
(Discretionary: money left after paying for basic needs vs. disposable income: money left after taxes, paycheck)
Geographics: location
Psychographics: activities, attitudes, personality/values
Behavior: shopping patterns, buying behavior