The situation analysis should include external factors which impact upon the company in Australia.
For example: Macro-Environment (PESTL analysis) Political forces/ Legal and regulatory influences (e.g. Federal laws, Trade Practices Act, Regulating bodies), Economic trends Social/cultural trends (e.g. Shifting consumer demands, demographic trends) Technological changes Consumer Market Segmentation
1. Geographic segmentation.
2. Demographic segmentation.
3. Psychographic segmentation.
4. Behavioural segmentation.