Marketing Situational Analysis - Introduction Assessment Answer
. Introduction
Give a brief background to your brand, highlighting any initial insights and directions for the plan. (Why you are writing the report and what it will contain)
2. Internal analysis
Define internal analysis and describe why an internal analysis is important. Identify the main elements of an internal analysis. (Theory).
Examine the current internal marketing environment, highlighting the most influential factors. (Application).
oAmong the factors and analysis identified in your research as important, ensure to also include a comprehensive assessment of the current marketing positioning, targeting and marketing mix.
3. External Microenvironmental analysis
Define the microenvironment and describe why a microenvironmental analysis is important. Identify the main elements of a microenvironmental analysis. (Theory).
Examine the current microenvironment environment, highlighting the most influential factors. (Application).
oAmong the factors and analysis identified in your research as important, ensure to also include a comprehensive assessment of current close competitor marketing positioning, targeting and marketing mix.
4. External Macroenvironmental analysis
Define the macroenvironment and describe why a macroenvironmental analysis is important. Identify the main elements of a macroenvironmental analysis. (Theory).
Examine the current macroenvironment environment, highlighting the most influential factors. (Application).
oAmong the factors and analysis identified in your research as important, a comprehensive PESTLE analysis is recommended.
5. SWOT Analysis
Define a SWOT analysis and describe why a SWOT analysis is important. Identify the main elements of a SWOT analysis. (Theory).
Examine the results of internal and external analysis, highlighting and justifying the most influential strategic influences/priorities. (Application).
6. Conclusion
Highlight the main marketing problem/opportunity to focus on in the development of the marketing strategy.
Identify (in less than 100 words) an indicative response/direction to consider in the marketing strategy.
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