Situation Analysis

Situation analysis involves evaluating the situation and trends in a particular company's market. Situation analysis is often called the "four c's", which refers to the four major elements that must be studied: company, customers, competitors, and collaborators.

Company Analysis includes:

• Goals

• Focus

• Culture

• Strengths

• Weaknesses

• Market share

Customer Analysis includes topics such as:

• Number

• Type

• Value drivers

• Decision process

• Concentration of customer base for particular products

Competitor Analysis covers such topics as:

• Market position

• Strengths

• Weaknesses

• Market shares

Collaborators are players such as subsidiaries, joint ventures, and distributors, etc.

Together with the SWOT analysis and the PEST analysis, these factors make up the Situation Analysis, or how things stand today before you start your business.

From Situation Analysis
back to Marketing Plan Outline

From Situation Analysis
back to Create Marketing Plan