The old adage that marketing decisions should be based on marketing facts provides the foundation for situational analysis. In turn, the situation analysis provides basis for establishing objectives and determining practical and realistic marketing strategies and tactics. One major point that needs to be emphasized here is that the situational analysis is an ongoing part of marketing planning. Its purpose is to keep the manager aware of changes taking place inside and outside the business. Determine the marketing objectives to be achieved.
Objectives provide targets for the direction and guidance of the marketing plan.
These objectives must be in line with the overall objectives of the nursery as well as with the financial objectives and production objectives. In determining marketing objectives the manager should be guided by a number of criteria. Marketing objectives should be measurable, specific, consistent with overall business goals, attainable and have specific deadlines. The determination of realistic marketing objectives requires a sound situational analysis. Since these objectives will guide the entire plan and its strategies they have to be realistic and clear.