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ENVIRONMENTAL DRIVERS	Environmental Drivers			P R O D U C T
INDUSTRY ANALYSIS				P R I C E
COMPETITIVE ANALYSIS				P R O M O T I O N
TARGET MARKET ANALYSIS				P L A C E / D I S T R I B U T I O N
FINANCIALS		Back to Business Plan		TECHNOLOGY

Drivers are those elements of the environment which affect the industry in which the business plan is functioning.  Examples are:

You are the one who decides which drivers might be important.  The purpose of this is that the plan and presentation  can be more adeptly crafted to support your reasonings.  If for example there is a labour trend in the industry your personal selling portion of the Marketing Plan may have a feature and thus benefit connected to this trend.

"If you are first to spot the trend then you are that much more likely to be in the money".  Mark's Retail Management Professor at Ryerson university

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