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Objective

• Discuss the various Components of marketingplan

• Dene the competitive set

•Identify the Levels of market competition

• Explain the ethods for determiningcompetitors

• Discuss the Category attractiveness analysis

• Describe the !ggregate market factors

• Explain Category factors and environmentalanalysis

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Introduction

Answer

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!"#E$I%& 'L!%

ElementsObjectives

•(ituational !nalysis•

Opportunities)Issue!nalysis•Objectives•arketing (trategy•!ction 'rogram•+inancial +orecast•Establish customer,competitor orientation

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Levels

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+aults

• (peed of process

• !mount of data

• -ho does planning

• (tructure

• Length

• +re.uency

• !lternatives Considered• !vailability of plan

• Leadership

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Implementation

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Competition

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/ases

• C0($OE" O"IE%$ED

• (ELLI%& ($"!$E"&1

•

"E(O0"CE• &EO&"!'2IC

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Competitive (et

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Levels

/udget

&eneric

'roductCatego

ry

'roduc

t +orm

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 $ypes

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ethods for determining competitors

E$2OD(

C0($OE"CE%$IC

C0($OE"/E2!3IO0"

/!(ED

C0($OE"E3!L0!$IO% /!(ED

!%!&E"I!L

 40D&&E% $

 $EC2%OLO&1

(0/($I$0$IO%