ABSTRACT
Prior to developing a strategic marketing plan, it is essential to take an objective view of your business. We are in a transitory and everchanging period for both business firms and marketing. This applies to all businesses, be it a new e-commerce venture, a retail or service industry enterprise, a small firm, or a megacorporation. What worked in the past has no guarantee of working in the future as both external and internal change is taking place at a faster pace. New technologies, new products and services, new delivery systems, and new competition change the playing field on a regular and frequent basis. Any, or a combination, of these external and internal forces may suggest that it is time to redefine your business strategy, or, if you are managing a new brand or enterprise, define it for the first time. This process is essential prior to developing a strategic marketing plan.
