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Conduct Situation Analysis. At this stage, the analysis performed is SWOT analysis (streghts, weaknesses, opportunities and threats). This analysis includes opportunities and problems caused by buyer trends and situations, competitors, costs and also regulation. In addition, this analysis also includes the strengths and weaknesses of the company.

Who should see your plan? All the players in the company. Firms typically keep their marketing plans very, very private for one of two very different reasons: Either they're too skimpy and management would be embarrassed to have them see the light of day, or they're solid and packed with information . . . which would make them extremely valuable to the competition.

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