MARKETING PLAN EXPLORER
Copyright 2002, Professor Jerome M. Katrichis
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III. EXTERNAL SITUATION ANALYSIS
C. 2. A. How are results measured and evaluated?
Some organizations measure results differently than traditional profitability measures. For some organizations, market share may be more important, and they may be willing to forego profitability. Still other firms may consider a product a failure if it is not the leader in its market regardless of either market share or profitability.
This section needs to profile how the particular organization in question measures its results.
|Internal Situation Analysis|
|External Situation Analysis|
|Problems and Opportunities|
|Generation of Alternatives|