Current Situation Analysis

Current Situation Analysis - Current Situation Analysis...

Info icon This preview shows pages 1–2. Sign up to view the full content.

View Full Document Right Arrow Icon
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
Image of page 1

Info icon This preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
Image of page 2
This is the end of the preview. Sign up to access the rest of the document.

{[ snackBarMessage ]}

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern