1. Mrs. Alexander-Harrison
The Marketing Plan

2. Marketing Planning
In SWOT analysis, strengths and weaknesses are internal factors. For example:
A SWOT strength could be:
Your specialist marketing expertise.
A new, innovative product or service.
Location of your business.
Quality processes and procedures.
Any other aspect of your business that adds value to your product or service.

3. Marketing Planning A SWOT weakness could be:
Lack of marketing expertise.
Undifferentiated products or services (i.e. in relation to your competitors).
Location of your business.
Poor quality goods or services.
Damaged reputation.

4. Marketing Planning
In SWOT, opportunities and threats are external factors. For example:
A SWOT opportunity could be:
A developing market such as the Internet.
Mergers, joint ventures or strategic alliances.
Moving into new market segments that offer improved profits.
A new international market.
A market vacated by an ineffective competitor.

5. Marketing Planning A SWOT threat could be:
A new competitor in your home market.
Price wars with competitors.
A competitor has a new, innovative product or service.
Competitors have superior access to channels of distribution.
Taxation is introduced on your product or service.

6. Marketing Planning
A PEST analysis helps you to consider what external influences are important and the extent to which any changes are significant for the future of your organization. It prompts you to ask:
What environmental factors are affecting the organization?
Which of these are most important?
Which are likely to be most important to the organization in the next few years?

7.  PEST area
 External influence
Information sources 
Political (includiing legal)
Equality, diversity and human rights legislation
Improving Working Lives Standard
Standards for Better Health 
CQC reports
NHS Employers In-Practice guide
IWL guidance
Care Quality Commission
 Economic
Alternative employment opportunities
Cost of living  
Department for Work and Pensions (DWP)
 Social
Employment/unemployment levels
Population size and structure
Balancing work and social time
Attitudes towards harassment and bullying
Community involvement in clinical quality issues
Association of Public Health
Improvement and Development Agency
Office for National Statistics
Technological
Improving access to health related information
The IT capabilities of your organization
The extent to which the organization uses e-learning and e- technology
NHS Connecting for Health
Electronic Staff Record
A PEST analysis helps you to consider what external influences are important and the extent to which any changes are significant for the future of your organization. It prompts you to ask:
What environmental factors are affecting the organization?
Which of these are most important?
Which are likely to be most important to the organization in the next few years?

8. Marketing Planning Example of a PEST analysis Political (incl. legal)
Employment legislation
Government directives
Financial policy
Economic
Interest rates / Inflation
Disposable income
Unemployment
Social
Population
demographics
Employment opportunities
Attitudes to work and leisure
Technological
Information technology
developments
New discoveries / developments