ABSTRACT
It is important to consider the basis of Ansoff at this point, by way of illustrating how you can identify core strengths and opportunities and then develop them into potential strategies. However, we will return to this in Unit 3, 'Marketing planning, implementation and control', as we consider the process of developing marketing objectives and strategies and ultimately defining the strategy and developing the plan to underpin overall achievement of objectives.
The role of market ing information in the planning process
