WHERE ARE YOU NOW?

Earlier in this book we addressed several of the categories of external information that related to the question, “Where are you now?” You should summarize the most significant data from the TIME analysis, including technology issues, industry conditions, market segmentation, and relevant externalities and events. Then add internal data about the performance history of products and marketing activities.

The performance history looks at how well various products performed over time and relative to what was planned. It focuses attention on the market share and financial and other numeric or statistical indicators of performance. In addition, answers to product mix questions like the ones listed below provide qualitative data that could highlight problems and opportunities to be addressed in the plan.