SITUATION ANALYSIS

SITUATION ANALYSIS (30%)
Instructions
? Introduce the report
? Overview of the company/ product line.
? The Market Situation - present information about the target market/s, size and growth.
? The Product Situation – present available information about sales, profit, pricing and any other salient product issues, eg. manufacturing
or supply issues.
? The Distribution Situation – present information on the size and relative importance of different distribution channels used.
? Competitive Situation – identify major competitors in terms of their size, strategy, market share, product quality and other considerations
that indicate their intentions and behaviours.
? The Macro environmental situation gives a brief summary of broad trends that bear on the product line’s future.
? After summarizing the current market situation, you should identify the strengths weaknesses, opportunities and threats facing the
product line.
? Identify at least two main issues for which the company / product line must create a plan for a marketing strategy.
? Conclude the report.

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