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The role of situation analysis for a marketing plan. Situation analysis becomes
increasing important for a marketing plan development. ...
... returns. The role of situation analysis Situation analysis is an essential
first step in the process of marketing plan. Jain (2004 ...
... The role of situation analysis in marketing plan Facing to more complex business
environment, systematically marketing plans are important to organizations in ...
... The Building of a Marketing Plan for a Market Oriented Business (See appendix B)
The situation analysis plays an important role in market planning for a ...
... and information plays an important role in assisting ... The Situation Analysis includes
the competitive environment, the ... The marketing Plan is the first step in ...
Submitted by zarifa on April 26, 2008
Category: Business
Words: 1445 | Pages: 6
Views: 352
Popularity Rank: 28,549
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Situation analysis becomes increasing important for a marketing plan development. This essay aims to explain why it is so important and what factors it focus on and finally, a guild list is present and justify for the construction of an effective situation analysis for a Marketing Plan of J Boag & Son Brewery.
Analyzing situation prior a strategic decision is critical for generating or sustaining competitive advantages, especially when facing the dynamic environmental trend which can affect corporations’ performance positively or negatively. The main task for a situation analysis is to explore the external factors (that can imply what opportunities a firm should seize and what threats it has to pay caution to) and internal factors (that can tell what a firm can do to develop its strengths and to avoid its weaknesses). And as Sally, Lyndon & John (1996: 3) defined, the terminal object of a marketing plan is to achieve particular marketing strategy. And a marketing strategy, which expressed clearly by Subash (2004: 26), requires a corporation using its relative corporate strengths to better satisfy customer needs and finally achieve maximum positive differentiation over its competitors in a numbers of internal and external variables. While Malcolm (2006: 376) concluded that the main concern of a strategic marketing plan is to establish, defend and maintain competitive advantage. However, the market environment today is changing quickly, followed by the increasing keen competition. To maintain a certain competitive advantage is impossible in such situation and the only way to earn above-average return is to react rapidly with updated information from environmental scanning. Thus, no matter what the purpose of a marketing plan is, situation analysis is crucial to provide an overall understanding of existing competitive position, organizational capabilities and market trends which is ever-changing.
For example, soused from Malcolm (1989: 75), a...
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