MARKETING PLAN EXPLORER
Copyright 2002, Professor Jerome M. Katrichis
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III. EXTERNAL SITUATION ANALYSIS
C. 2. B. How were results achieved and which factors helped or hurt.
This section should avoid simply restating results that have already been presented in the market shares section. Instead it needs to focus on how those results were achieved. What strategies, tactics and programs got this particular competitor into the position they are in today.