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6. Why will your potential customers not buy? (not aware,
don’t like, wrong marketing mix, etc…)
7. Will they buy again? Tell me why.
IV. INTERNAL FACTORS AND SWOT ANALYSIS
Capabilities Analysis (what are your own capabilities in the
following categories?)
1. To Conceive and Design
2. To Actually Produce
3. To Market
4. To Manage
5. To Finance
6. What is Your Will and Intensity to Succeed?
SWOT ANALYSIS (of yourself)
A. Strengths
B. Weaknesses
C. Opportunities
D. Threats
V. MARKETING GOALS AND OBJECTIVES
(Goals and objectives are defined by customer needs and
organizational needs and thus, result from a thorough analysis.