Current Market Position and Market Overview

Current Market Position

This information summary can be extracted from the marketing audit. Whilst some of this information is used in the SWOT analysis in the next section, it is extremely useful to have a clear understanding of the current position of your business, in terms of marketing activity. It is suggested that you use the following sub headings:

If you are running a business that provides a service, you should also consider your activities regarding:


Market Overview

Your business does not operate in isolation. You are affected by your competitors. You, your competitors and your customers are affected by external influences beyond your control. This section of your plan needs to present an overview that summarises where you see your key markets and what you consider to be the key changes in those markets.

The marketing audit you carried out previously should enable you to answer the following questions:

How are these changing?