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The primary purpose for the situation analysis section of a marketing plan is to describe what is happening in the markets in which the company competes, and the company's product and distribution trends. A simple, common-sense approach to organizing and providing only relevant information is recommended for this section.
Subsections should go from the "big picture" of macroenvironment influences on your business down through total market descriptions, the competition, target buyers/end users, and, finally, product trends and your company distribution channels description.
Situation Analysis
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