MARKETING PLAN EXPLORER
Copyright 2002, Professor Jerome M. Katrichis
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III. EXTERNAL SITUATION ANALYSIS
B. 4. Seasonality
This section should provide a description of any seasonal swings in market demand over the course of the year.
Most products, even ones you might not expect, follow some kind of seasonal trend. For example, the toy industry experiences about half of its annual demand between November and December, cleaning products have demand surges in spring and fall, and soft drinks have an upswing in consumption during the warmer parts of the year. Other products, such as snow shovels, bicycles, and ice skates have much more obvious seasonality trends.