At the end of the lesson, the
learners will be able to:
1. Explain the relationship
between market analysis,
planning, implementation
and control
2. Identify Strength,
Weakness, Opportunity
and Threat; and
3. Define marketing audit.
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Analysis
Planning
Implementation
Control
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The company first develops company-wide
strategic plans and then translates them into
marketing and other plans for each division,
product, and brand. Through implementation, the
company turns the plans into action. Control
consists of measuring and evaluating the results of
marketing activities and taking corrective action
where needed. Finally, marketing analysis
provides information and evaluation needed for all
the other marketing activities."(Kotler & Armstrong,
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30%
25%
20%
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• Strengths are positive attributes, which can be
tangible or intangible, and are within the control of
the organization.
• Weaknesses are factors that may hinder the
achievement of desired goals.
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• These external factors may include market
trends, supplier or partner changes, customer
flows, increasing competition, new technology,
and economic upturns or downturns.
• Opportunities present themselves as attractive
factors that can propel or positively influence
the company in some way.
• Threats are external factors that could place
the organization's goals at risk. These often are
classified by their level of severity and
probability of occurrence.
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BIG IMAGE
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Template Editing
Instructions and
Feedback
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August Bergqvist
Phone:
678-555-0128
Email:
BERGQVIST@EXAMPLE.COM