MARKETING PLAN EXPLORER
Copyright 2002, Professor Jerome M. Katrichis
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III. EXTERNAL SITUATION ANALYSIS
A. Nature of Demand - Qualitative
This section of the situation analysis is by far the largest section in the marketing plan, and is reflective of how focused your organization is on customers in general because it is the section of the plan that focuses on customers. It describes demand in terms of who, what, when where, how and why.
The outline for this section can be a bit misleading in that it lists segmentation last. It is listed last because it forms a kind of loop. That is, as the planner, you should think about market segments first, and then do this entire section of the plan on a by segment basis.