ABSTRACT
The purpose of a marketing plan is to clearly identify and show what steps or actions will be taken to achieve the plan goals of a business. Marketing research is an elementary section of a business plan. It is used to help in improving management decision-making by providing relevant, accurate, and timely information. One of the most accessible and basic techniques to perform a marketing research is conducting an exploratory research. A survey has the potential, when properly conducted, to allow the generalization of beliefs and opinions of a given population by studying a subset of them. Environmental analysis is a strategic tool used to identify all the external elements that may affect the organization. One of the most important tools to assess the industry attractiveness is known as “Porter's Five Forces”. SWOT analysis is a management tool widely used by companies for strategic diagnosis.
