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The results of marketing planning focus on the consumer. This can lead to competitive advantage through lower prices than competitors for the same benefits or uniqueness of benefits that can cover a high price.

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.

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