Subject Background 5
Internal audit
Look at distribution channel
Benchmark against competitors
Assess competitive position
Assess company-specific critical factors
External audit
Conduct new market research
Look at market trends
Other analyses
Financial information
Organizational issues
Employee issues
Strategic plan
Target markets
Geographical areas
Product areas
Types of customers
Objectives for each business unit
Marketing mix
features and benefits
pricing
advertising
distribution channels
Budgets
Selling plan
distribution network
merchandising materials
monitoring of sales
billing procedures and accounting mechanisms