Marketing:
A 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
1. Select a product or service for your Course Project.
2. Conduct research and analysis using these methods outlined in the readings:
1. "5 C's" analysis
2. Michael Porter's "Five Forces" analysis
3. Perceptual Mapping
3. Prepare a SWOT Analysis Paper with discussion
1. 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
2. Draw diagram with X and Y axes depicting the position of the product or service relative to direct competitors.
3. Provide an explanation of the perceptual map
4. Develop Positioning Statement to accompany your Perceptual Map. The Positioning Statement should:
1. Describe the company's position and marketing message
2. Express the competitive differentiations in your product or service
3. Utilize one of the positioning statement templates from the reading to create a positioning statement for product or service
5. Write a 1-2 paragraph Situational Analysis Statement
1. This statement should provide the narrative for your company's strategic story.
2. This statement should summarize the most important factors that impacts success for the company's strategy