Lesson 4 Resources Marketing Plan Framework This Assessment Tool contains real world examples, guiding principles, practical worksheets, and information that can help you complete a 4E-based marketing plan for your business.

SWOT Analysis

After gathering trend, market potential, and competitor information, a SWOT analysis (Strengths, Weaknesses, Opportunities, and Threats) can be completed for the company and competitors. Typically, the strength and weakness of the business are identified from the internal audits, while market trends/potential and competitive analyses help identify emerging or neglected opportunities and threats that are external to the business.

Positioning

Positioning refers to placing a business clearly in the minds of customers by instilling a strong, salient, and positive image. An effective positioning should be able to address the SWOT identified before. Positioning begins with development of a strong theme that also fits the mission and core offerings (4Es in particular), market needs and preferences and effectively differentiates from those of competitors. 

Be sure to see the Marketing Plan Framework Assessment Tool (link above) for help in constructing a SWOT matrix and for an example that illustrates a firm’s positioning theme.