A clear understanding of the market is an essential prerequisite to writing the marketing plan. Without a clear sense of the market you can’t possibly have any indication of your ability to compete. Begin this analysis with a brief summary of the company and the market it is competing in. A summary of the market is often useful; particularly for those readers who have no knowledge of the market.
Industry Analysis
In this section, you should answer the following questions:
• What is the size of the market?
• What percent do you currently have and what percent do you want to capture?
• What is the growth prospect for this market? As the market increases, how will this affect your market share?
• Longer term, how can you expand your markets? If you are selling worldwide, how
