Develop the content; describe the product or services and special features Develop a marketing budget that includes advertising and promotional planning Describe the business-its location any advantages or disadvantages, the staffing Develop a pricing strategy Forecast the financial future Define the market segment Define the competition Main Sections of the Marketing Plan Executive Summary Situational Analysis - the current situation - the macro-environment - the Economy, legal, technological, ecological, socio-cultural and supply chain oriented, market analysis, market definition including segmentation and size, industry structure, strategic groupings, competition strengths and weaknesses and their market share, a Porter 5 Force Analysis, a consumer analysis, the nature of the buying decision, staffing, demographics, psychographics, buyer motivation and expectations, loyalty segments and company resources.
Managers use it to analyze the internal and external environment of an organization and the firm’s own capabilities, customers, and business environment.
As described by the American Marketing Association, a situation analysis is "the systematic collection and study of past and present data to identify trends, forces, and conditions potentially to influence the performance of the business and to choose the appropriate strategies. " The situation analysis consists of several methods of analysis: The 5Cs, SWOT and Porter's five forces analyses. 5C Analysis A situation analysis is often referred to as a "3C analysis", but when extended to a 5C analysis it allows businesses to gain more information about the internal, macro and micro-environmental factors within the environment.
The 5C analysis is considered the most useful, comprehensive and common way to analyze the market environment.
Some companies conduct a PEST analysis which scans the external macro-environment in which the company operates.
The types of climate that firms have to analyze are the: Political and regulatory environment Economic environment Social and cultural environment Technological environment Legislative environment SWOT Analysis A SWOT analysis is another method under the situation analysis that examines the Strengths and Weaknesses of a company (internal environment) as well as the Opportunities and Threats within the market (external environment) .
Managers can use various methods of analysis to understand the firm’s own capabilities, customers, and business environment.