10: Developing and implementing marketing plans

Question 1

Marketing plan:

Answer 1

Written details of the activities to be used to carry out the marketing strategy.

Question 2

SWOT analysis:

Answer 2

A method of analysing the current situation by examining the internal strengths and weaknesses of the business and the opportunities and threats of the external environment.

Question 3

Situation analysis:

Answer 3

An assessment of the business (see SWOT analysis), its customers, competitors and the market environment.

Question 4

Marketing tactics:

Answer 4

The marketing mix activities (price, place, product and promotion) undertaken to achieve a chosen marketing strategy.