Final answer:
The competitive analysis section of a marketing plan includes a SWOT analysis, which is utilized to understand the strengths, weaknesses, opportunities, and threats related to the business and its competitors.
Step-by-step explanation:
Within the competitive analysis section of a marketing plan, the focus is primarily on assessing and presenting information about market rivals. One of the elements included in this section is a SWOT analysis, which stands for Strengths, Weaknesses, Opportunities, and Threats. This analysis is crucial for understanding both one's own business and the competitive landscape. While projected sales, target market, and unique value proposition are essential components of a marketing plan, they do not fall directly under the competitive analysis section. The competitive analysis aims to identify competitors, analyze their strategies, strengths, and weaknesses, and understand the overall market conditions.