MARKETING PLAN EXPLORER
Copyright 2002, Professor Jerome M. Katrichis
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III. EXTERNAL SITUATION ANALYSIS
C. 2. C. What are important strengths and liabilities and will they change?
This section needs to look at what strengths the organization has built its successes on. Are those strengths or liabilities likely to continue. Many times competitors will put long terms plans into effect to alleviate their typical liabilities and organizations may be working to build new strengths. All of these issues need to be profiled in this section.