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Doing this enables management to determine if it is necessary to revise the old plan or devise new ones to achieve the company’s objective.
Situation analysis normally covers external environment force and internal nonmarketing resources. A situation analysis also considers the groups of consumers served by the company, the strategies used to satisfy them, and key measures of marketing performance. As the basis for planning decision, situation analysis is critical. But it can be costly, time consuming, and frustrating.
For example, It is difficult to extract timely, accurate information from the ‘mountains’ of data complied during a situation analysis...
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