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SWOT Analysis: the company's strengths and weaknesses and environmental threats and opportunities for the company, this is the basis for defining the marketing objectives and strategies. Objectives: the goals that the company plans to achieve, that can be classified based on their characteristics as quantitative or qualitative. Marketing Strategies: based on the objectives, a marketing strategy is the roadmap to success.

Situation Analysis _ This is the current state of your business. It is where the question of why you are in business is answered. What products do you offer? What problem are you trying to solve? Also, how is your business different than others? The situation analysis is a look at the inner_workings of your business to identify product and service offerings, differences, and the main reason why you exist. Business owners can build a firm foundation for their mission and vision statement with this information and are better able to communicate their value to customers.

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