In formulating the situation
In formulating the situation analysis & report:
1. An executive summary of the report’s findings and recommendation for key areas for the SM marketing plan
2. an introduction – provide a brief introduction/overview of your enterprise or organization, 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 Harvard referencing requirements
3. Internal Environment analysis ï€ 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. The 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 the 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 PESTEL 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.
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