Assignment Task
Part 1: Situation Analysis Template
Background – Organisational mission and vision
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Get Help Now!- The purpose of the strategic marketing plan
- The background of the organisation including its mission and vision – market definition, product definition, competitors, and scope
- The environmental context in which the strategies were developed
1. Situation Analysis
1.1. Analysing the external environment – macro
- Political-legal factors
- Economic factors
- Sociocultural factors
- Technological factors
- The natural environment – e.g., the ecological factors
1.2. Analysing the external environment – industry
Market review – current market demand, market size, market growth rate, and market potential
- Competition review – current and potential competitors and their positioning and customer value proposition
- Customers – their profile, needs, and purchase behaviour
- Distribution channel members
- Suppliers
1.3. Analysing the internal environment – organisation
- Financial position
- Structure, systems and processes
- Skills
1.4. Analysing the internal environment – marketing department
- Marketing organisation and marketing management
- Marketing intelligence generation and dissemination
- Marketing strategies and current marketing performance – sales, margins, profit, market share, share metrics, share potential
1 Source: Adapted from Reed, P. 2015. Strategic marketing: Decision making & planning, 4ed., Cengage Learning, Australia
1.5. Developing SWOT matrix
- Strengths: Unique sources of advantage that the plan should leverage
- Weaknesses: Circumstances that limit performance and should be addressed
- Opportunities: Potentialities that would improve profitability and should be addressed
- Threats: Current and possible factors that could impede performance
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