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Key words Marketing, competitors, analysis, objectives, tactical decisions TABLE OF CONTENTS ABSTRACT PREFACE ..............................................................................................................................1 1 INTRODUCTION ..........................................................................................................5 1.1 Company background .................................................................................................5 1.2 Purpose of the marketing plan.....................................................................................6 1.3 Organizational mission statement ...............................................................................6 2 SITUATIONAL ANALYSIS .........................................................................................7 2.1 Current products/services ............................................................................................7 2.2 Current target market ..................................................................................................8 2.3 Current distribution network .....................................................................................10 2.4 Current competitors ...................................................................................................11 2.4.1 Competitors’ strengths and weaknesses ................................................................14 2.5 Current financial conditions ......................................................................................15 2.6 External forces ..........................................................................................................16 2.7 Summary ...................................................................................................................19 3 MARKETING STRATEGY AND OBJECTIVES ......................................................20 3.1 Marketing strategy ..........................................................
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