MARKETING PLAN EXPLORER

Copyright 2002, Professor Jerome M. Katrichis

 

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II. INTERNAL SITUATION ANALYSIS

A. 3. Financial Resources Implications

This section discusses the strategic implications of our financial resources. In general, the most effective strategies are based on doing either something your competitors can't do, or they are based on something your competitors won't do. This section discusses which of those categories of options are available to us.

If we are large in both an absolute and a relative sense, there are no restrictions regarding strategic options. We can pretty much do anything we want.

If we are smaller than our competitors, our best strategic options will most likely be to avoid any type of direct confrontation in a financial sense (such as pricing or promotional wars).

If we are small in an absolute sense, we probably want to avoid becoming too visibly profitable. That is, when you are small, the more profits you make, the more you are inviting competition from just about anywhere.

 

 

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