The Marketing Plan Coach software on the text website includes a sample marketing plan for Hillside Veterinary Clinic. The situation analysis section of the marketing plan includes sections labeled “Competitors” and “External Market Environment.”

Review those sections and answer the following questions.

a. In the Competitors section, what dimensions were used to analyze competitors? What other dimensions might have been examined?

b. How was competitor information gathered? How else could Hillside have gathered information about its competitors?

c. What aspects of the External Market Environment are included in the marketing plan? What do you think is the most important information in this section?