Marketing Plan Worksheet Template Page 6
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13How are the levels of these resources likely to change in the future?
If resource levels are expected to change:
How can the firm leverage additional resources to meet customer needs
better than competitors?
How can the firm compensate for future constraints on its resources?
Review of current and anticipated cultural and structural issues
In terms of marketing strategy development and implementation, describe the
positive and negative aspects of the current and anticipated culture of the firm.
Examples could include:
The firm's overall customer orientation (or lack thereof)
The firm's emphasis on short-term vs. long-term planning
Willingness of the culture to embrace change
Internal politics and power struggles
The overall position and importance of the marketing function
Changes in key executive positions
General employee satisfaction and morale
III.
SWOT Analysis
A.
Strengths
Strength 1: _________________________________________________________
How does this strength enable the firm to meet customers' needs?
Does this strength make the firm different from (better than) its competitors?
Strength 2: _________________________________________________________
How does this strength enable the firm to meet customers' needs?
Does this strength make the firm different from (better than) its competitors?
(Repeat as needed to develop a complete list of strengths)
B.
Weaknesses
Weakness 1: ________________________________________________________
How does this weakness prevent the firm from meeting customers' needs?
Does this weakness make the firm different from (worse than) its competitors?
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