MARKETING PLAN EXPLORER
Copyright 2002, Professor Jerome M. Katrichis
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III. EXTERNAL SITUATION ANALYSIS
A. 7. Segmentation - differences in any of the above by segment.
This is rarely a separate section in the marketing plan and is here to make you think about how you have organized the information in the nature of demand section. You may want to reorganize the previous sections depending on what makes the most sense for the business you are writing the plan for. You probably already have the information organized by segment within each of the preceding issues in the nature of demand section. Now ask yourself if the information would better be organized by issue within segment. This tends to be more sensible when there are major segment differences on many issues, or when your organization follows a focus strategy.