marketing plan
... Computers also tend to be the industry trend setter because of particularly aggressive product developments, progressive manufacturing cost reductions and increasing direct-marketing practices. ... This section of the marketing plan presents relevant background data on the market, product, competition, distribution, and macro environment. ... Here the major competitors are identified and described in terms of the size, goals, market share, product quality, marketing strategies, and other charactestic that are appropriate for understanding their intentions and behavior. ... The company has defined its corporate mission based in the following elements: • History • Current preferences • Market environment • Organization resources • Distinctive competencies MISSION SWOT ANALYSIS OF ABM On the basis of the above data describing the current marketing situating, the company needs to identify the major opportunities / threats, strength / weaknesses, the company faces with the product over the term of the plan.