Your task is to prepare a Situation Analysis for one of the three organisations listed on p. 2 under Your Product.
A Situation Analysis starts the planning process from ground zero and examines and evaluates the environment the organisation is currently operating in: the status quo, in other words. It’s typically the first substantive section of a marketing plan in which the marketing manager usually details their assessment of the current situation.
This section sets the foundation for the marketing plan as it analyses current and potential customers, the competitive environment and the company’s relative strengths and weaknesses, against trends in the broader macroenvironment that may impact the product and its performance. This section also typically includes estimates of sales potential and forecasts, however, we don’t have the word space for that level of analysis so that won’t be included in your SA
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