Product Life Cycle (PLC)
Each product or service of every company is currently in one of the PLC stages The use of the “PLC” concept in developing a marketing plan means that the marketer...
Strategic Audit
Key Issues for Marketing Plan
Key Strategic Challenges or Internal Resource Issues Key Issues are issues identified from the Strategic Audit audit that shape the content of your Marketing Plan. In plain English, the issues...
SWOT/TOWS Matrix
SWOT Matrix Strengths1. a strong brand reputation,2. a loyal customer base,3. unique technology,4. skilled workforce,5. strong financial resources,6. efficient processes Weaknesses1. inadequate research and development facilities2. outdated technology3. insufficient marketing...
Internal Audit in Marketing. Resources: Assets vs Capabilities vs Dynamic Capabilities
Resource audit identifies gaps and strengths in current marketing assets (budget, personnel and technology), to ensure alignment with business objectives and optimize future marketing performance. The goal of the Marketing...