MARKETING PLAN EXPLORER
Copyright 2002, Professor Jerome M. Katrichis
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II. INTERNAL SITUATION ANALYSIS
B. Sales and Profit History
The purpose of this section is to determine how well the organization has been doing over the recent past. Here you will look for any trends in terms of sales, costs, and profits. You also want to break sales, profits, and costs down as finely as is possible to determine if there are any trends underlying the overall result numbers.
Sometimes fine breakouts are not possible, especially when the overall purpose of the plan is other than planning for your own organization. For instance, it will be much tougher to get the information if you are writing the plan as a way to analyze customers or competitors.