You need to look for opportunities that play to your strengths.
You also need to decide what to do about threats to your business and how you can overcome important weaknesses.
And you might start to investigate ways of raising additional investment to overcome your financial weakness.
You can find out more about strategic analysis in our guide on how to review your business performance.
Remember that marketing in itself will not guarantee sales, but by adopting a well-researched and coherent plan, you have a much better chance of building long-term, profitable relationships.
This guide outlines the key areas to look at and what to include in an effective marketing plan.
Your marketing plan should start with an executive summary.
The summary gives a quick overview of the main points of the plan.
Although the executive summary appears at the beginning of the plan, you should write it last.
Writing the summary is a good opportunity to check that your plan makes sense and that you haven't missed any important points.