Situation Analysis, Study Guides, Projects, Research of Marketing

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Situation Analysis

The Context for Strategy

Development

A situational analysis consists of different

methods used with the same goal to figure

out the company’s capacities, potential

customers, and the business environment.

 After that, company owners can generate

an appropriate marketing strategy to apply

for their business.

 A Situational Analysis of a

Strategic Marketing Plan

Situational

Analysis

5Cs Analysis

SWOT

analysis

Porter five forces

 Situation Analysis

 Analysis Alone Is Not a Solution

 Data Is Not the Same as Information  Data – a collection of numbers or facts that have the potential to provide information  Information – data that have been transformed or combined with other data in a manner that makes them useful to decision makers.

 The Benefits of Analysis Must Outweigh the Costs.

 Conducting a Situation Analysis

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 Conducting a Situation Analysis

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 Conducting a Situation Analysis

Of the three major environments in a

situation analysis (internal, customer,

external), which do you think is the

most important in a general sense?

Why? What are some situations that

would make one environment more

important than the others?

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 Review of Current Objectives, Strategy and Performance.  An important input to later stages in the planning process.

 Poor or declining performance must be

the result of:

 Goals or objectives that are inconsistent with the customer or external environments.  Faulty marketing strategy.  Poor implementation.  Changes in the customer or external environments that are beyond the control of the firm.

1. The Internal Environment

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 Who are our Current and Potential Customers?

 What do Customers do with our Products?

 Where do Customers Purchase our Products?

 When do Customers Purchase our Products?

 Why (and How) do Customers Select our Products?

 Why do Potential Customers not Purchase our Products?

2. The Customer Environment

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Understanding the motivations of a

firm’s noncustomers is often just as

important as understanding its

customers. Look again at the reasons

why an individual would not purchase a

firm’s products. How can a firm reach

out to noncustomers and successfully

convert them to customers?

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 Brand Competitors:

 Market products with similar features and benefits to the same customers at similar prices.

 Product Competitors:

 Compete in the same product class, but with products that are different in features, benefits, and price.

 Common Competitors:

 Market very different products that solve the same problem or satisfy the same basic customer need.

A. The Competitive Environment

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 Major Types of Competition

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