In addition to monitoring the progress of the existing plan, the entrepreneur should also be prepared for contingencies. For example, reliance on a single supplier in a geographic area that is vulnerable to hurricanes could be disastrous if that supplier were to be shut down as a result of a hurricane. Adjustments in marketing actions are usually minor if the plan has been effectively developed and implemented. If the entrepreneur is constantly faced with significant changes in the marketing strategy, then it is likely that the plan was not prepared properly. Weaknesses in market planning are usually the result of poor analysis of the market and competitive strategy, unrealistic goals and objectives, or poor implementation mentation of outlined plan actions. There are also of God such as weather the acts or that can affect a marketing plan. These usually difficult to predict but may be are considered in a contingency plan.