MARKETING PLAN EXPLORER
Copyright 2002, Professor Jerome M. Katrichis
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III. EXTERNAL SITUATION ANALYSIS
A. 1. Who are your customers?
For this section you need to describe all of your current and potential customers. This works best if you break the market into segments and describe each segment in as much detail as possible.
You may also have to identify different levels of customers. For example, if you sell through retailers, you will want to profile retailers as well as customers.