MarketingCap11
byshabarA Situation Analysis is a process that identifies external and internal factors that influence strategy and execution of a marketing plan. Some the factors represent opportunities a company can leverage for success, while other factors represent potential risks the company needs to mitigate to avoid failure.
Your Situation Analysis Statement should contain 4 individual deliverables (4 papers), which are as follows:
- SWOT Analysis Paper
- Perceptual Map
- Positioning Statement Paper
- Analysis Summary
Steps for Completing your Situation Analysis Statement
- Select a product or service for your Course Project.
- Conduct research and analysis using these methods outlined in the readings:
- "5 C's" analysis
- Michael Porter's "Five Forces" analysis
- Perceptual Mapping
- Prepare a SWOT Analysis Paper with discussion
- Be sure that your SWOT Analysis identifies a minimum of two Strengths, Weaknesses, Opportunities and Threats for your selected product or service.
Create Perceptual Map showing your product/service relative to competition
- Draw diagram with X and Y axes depicting the position of the product or service relative to direct competitors.
- Provide an explanation of the perceptual map
- Develop Positioning Statement to accompany your Perceptual Map. The Positioning Statement should:
- Describe the company's position and marketing message
- Express the competitive differentiations in your product or service
- Utilize one of the positioning statement templates from the reading to create a positioning statement for product or service
- Write a 1-2 paragraph Situational Analysis Statement
- This statement should provide the narrative for your company's strategic story.
- This statement should summarize the most important factors that impacts success for the company's strategy
- 9 years ago
- 20
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