The main environments investigated in the Situation Analysis are market, industry and firm. However, the Situation Analysis also considers relevant issues and trends in the macro environment. A brief overview of these environments follows.
The Situation Analysis sets out the facts that are the bases for all future analyses in subsequent sections. That is, with the exception of any primary research, all data reported in subsequent sections of the Marketing Plan should be traceable to the Situation Analysis, including current financial performance.
Develop a working understanding of the customer or user. Use Business Source Premier for a SWOT analysis, industry profiles, market research reports or product reviews.
Internal Analsyis of the Firm: Who You Are... Who You Are Not
Consider your firm's past performance and the reasons for those outcomes. Then analyze your firm as if we were a competitor.