MARKETING PLAN EXPLORER
Copyright 2002, Professor Jerome M. Katrichis
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II. INTERNAL SITUATION ANALYSIS
A. 1. Absolute financial resources.
This section details issues such as assets, revenue and profitability and compares those with all other business organizations. This tends to carry implications regarding barriers to entry into our industry.
For instance, if we are bigger than our competitors, but our competitors are all very small, and we are small in an absolute sense, then the more profitable we are, the more we can expect others to enter into our industry. If we are very large in an absolute sense entry of others, this will not be as much of a problem regardless of whether we are big or small in relative terms.