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For more information on how to identify the best opportunities, see the page in this guide on external and internal analysis for your marketing plan.
Your marketing objectives should be based on understanding your strengths and weaknesses, and the business environment you operate in.
They should also be linked to your overall business strategy.
The main weaknesses might be the lack of an existing customer base and limited financial resources.
A SWOT analysis combines the external and internal analysis to summarise your Strengths, Weaknesses, Opportunities and Threats.
Although the executive summary appears at the beginning of the plan, you should write it last.
Writing the summary is a good opportunity to check that your plan makes sense and that you haven't missed any important points.
You need to look for opportunities that play to your strengths.
You also need to decide what to do about threats to your business and how you can overcome important weaknesses.
For example, your SWOT analysis might help you identify the most promising customers to target.
You might decide to look at ways of using the Internet to reach customers.