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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.
Ideally, after writing marketing plans for a few years, you can sit back and review a series of them, year after year, and check the progress of your company. Of course, sometimes this is hard to make time for (;there is that annoying real world to deal with);, but it can provide an unparalleled objective view of what you've been doing with your business life over a number of years.