The task is now to develop a situation analysis for the enterprise or organisation that you selected
for your project proposal. The situation analysis will make up the first half of your completed
marketing plan (Assessment 3).
In formulating the situation analysis provide:
1. An executive summary of the report's findings and recommendations for key areas for the final
marketing plan.
2. An introduction - provide a brief introduction/overview of your enterprise or organisation, the
aims of the report and the structure of the report.
Structural components such as: A Table of Contents, Table of Figures & Tables, Reference
List, Appendices (where appropriate) referenced according to APA referencing
requirements (See the APA Guide provided in Moodle).
3. Internal Environment analysis
- Company background and history, description of the enterprise or organisation based on any
feedback received from your project brief, mission statement, corporate objectives (where these
are available), brand identity, product or service portfolio overview; and the scope of the marketing
plan - all this information is from your project brief and should take into account any feedback you
have received for corrections, etc.
Internal resources assessment - Human Resources, Financial, Management and Operational
capabilities that will support (or hinder) your marketing activities. Assess the internal resources
(financial, human and operational) of the company and current or future strengths and
weaknesses. Information must be current and accurate to ensure the final draft is feasible.
Overview of current (or previous) marketing mix strategies (4Ps) - consider everything from
yellow pages activity; use of corporate logo on stationery and uniforms; internet activity; traditional
marketing communications (TV, radio, etc); product range; pricing; and distribution activities. Look
for strengths and weaknesses.
4. External Environment analysis - This is the PESTN analysis - includes a focussed discussion
of the economic, legal, political, technological, social/cultural issues (trends) and natural
environments associated with the company's market environments. Consider shifts in market
activity and identify possible current or future opportunities or threats.
5. A detailed customer analysis Include target market segmentation (demographics,
psychographics, and so forth). Look at the basis of transactions and exchanges with the firm. Who
buys, where, when and how, what is bought, to what level, and reasons for purchase. Do
purchases relate to discretionary spending or not? Identify any opportunities or threats such as
changes in customer demographics, etc.

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