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External Environment _The next part of the marketing plan is the external environment. What is going on outside of your business? Business owners should take a look at what is going on in the external environment or industry. Are other businesses in your industry succeeding or closing shop? Is the industry in a growth or declining phase? Could there be threats that could jeopardize your business operations?

You will need to develop your pricing strategies for all of your products and services. Do you want to be higher or lower versus competitors? Do you plan to include labor/overhead/materials in costs? Be sure to list your pricing strategy for each product or service. A comprehensive marketing strategy will ensure your success because it will tell you how to obtain and keep customers, how to compete in your marketplace, and what resources you will use to achieve your goals and objectives.

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