1. AQA GCE Business Studies
A2 UNIT 3
STRATEGIES FOR SUCCESS
DEVELOPING AND IMPLEMENTING MARKETING PLANS
Assessing Internal and External Influences on Marketing Plans
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2. Internal Influences on Marketing Plans
Marketing & decisions over objectives
Finance available
Skills & ability of workforce
Capabilities of plant, equipment

3. External Influences on Marketing Plans
Customer needs, wants
Competitors’ actions, S & W
Legislation
Social attitudes
Economic
Technological

4. Closing Comments Taking into account internal and external
factors essential to ensure:
Realistic marketing objectives, strategy
Fair and appropriate judgements / modifications at review stage
External factors often hard to predict thus,
flexibility needs to built into plan – ensure:
Timely response to changes
Its appropriateness in achieving objectives