Current Situation Analysis

Current Situation Analysis - Current Situation Analysis...

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Current Situation Analysis Understanding the situation is essential to developing analysis of it and the appropriate, creative recommendations that flow from it in the Marketing Plan. In this section, we describe what is happening, without drawing any conclusions at all. Note that some practitioners do the environmental issues as a separate section and handle situation analysis in a separate section also. This part discusses the industry, without dwelling on any particular firm within it. (We do take a brief look at the firm that is the focus of the marketing plan, but in strictly descriptive terms.) Historic growth rates and sales, trends and key influences are discussed. Segments should be identified. Here are some headings which should be explored: The Market: What is this market all about? Is it new and volatile, stable and flat or what? Is it easy to enter or leave the field? What seems critical for success? If we were discussing the beer industry, we should note that sales are declining year over year, and many small, agile niche players are entering the industry. The Products: What products are out there? What variations? Are substitutes an issue? What share of the total market does each of the variations hold? For
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  • Summer '16
  • Marketing, separate section, Volatile fuel prices, extremely volatile area

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