The main weaknesses might be the lack of an existing customer base and limited financial resources.A SWOT analysis combines the external and internal analysis to summarise your Strengths, Weaknesses, Opportunities and Threats.
For example, suppose your business objectives include increasing sales by 10 per cent over the next year.
Your marketing objectives might include targeting a promising new market segment to help achieve this growth.
Although the executive summary appears at the beginning of the plan, you should write it last.
Writing the summary is a good opportunity to check that your plan makes sense and that you haven't missed any important points.
Your marketing plan should start with an executive summary.
The summary gives a quick overview of the main points of the plan.
Remember that marketing in itself will not guarantee sales, but by adopting a well-researched and coherent plan, you have a much better chance of building long-term, profitable relationships.
This guide outlines the key areas to look at and what to include in an effective marketing plan.
Often, the most promising segments are those where you have existing customers.
See what you can do to expand sales to these customers.