Situation Analysis: This section consists of the following 3 sections.
A.Industry Factor (1 page): Summarize marketing activity (pricing, distribution, selling, advertising, and promotion norms) in your industry and list the 3 industry factors that you think will be most influential in your planning.
B.Competitive Set: SWOT (2 pages): Focus on strengths and weaknesses of your company, and indicate any significant direct and indirect competition.
C.Industry Forecast (1-2 pages): Using secondary data and your knowledge of the industry, estimate what will likely happen in the industry for the next five years. A simple extrapolation method is sufficient, although you should feel free to use a more sophisticated approach if you have the data.
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