The SWOT analysis together with the general marketing audit, lead to the definition of the marketing objectives.
Developing plans for achieving the objectives can be very difficult in today’s dynamic markets, and tools for analysing the portfolio are numerous. However, the most recognised are the Boston Box and the Product Life Cycle.
 | The Boston Box |
| Product Life Cycle |
It is important to keep plans:
| Appropriate; is this what I need to know ? |
| Complete; is this all I need to know ? |
| Specific; can I turn this plan into specific action ? |
| Adaptable; what about monitoring and contingencies ? |