MARKETING PLAN EXPLORER

Copyright 2001, Professor Jerome M. Katrichis 

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III. EXTERNAL SITUATION ANALYSIS

        In terms of size, the external situation analysis is easily the largest section of the marketing plan and it is also very clearly the most important portion of the marketing plan as it tends to define possibilities that are available to the organization.

        The external environment consists of both a micro external environment and a macro external environment. The micro environment deals with components pertinent to the specific organization and includes issues such as customer demand, competitors, and general industry conditions. The macro environment deals with components that all organizations must face and includes issues such as general economic conditions and social, legal, political, and cultural issues.