Situational Analysis

Select a company and product for your marketing plan. Select a business or brand with which you are familiar. Select an organization that is well covered in the media and for which there is a plenty of information to research the business, its marketing, and customers.

Below is the URL to see the list of the Fortune 500 companies.

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(Links to an external site.)

Challenge yourself to learn about a new company!

Use the course materials to include articles, videos, and the module notes.

This activity addresses the following module outcomes:

MO1: Understand the purpose of new product development and the reasons why new products fail (CO3, 5)
MO2: Become familiar with the Power and influence of a brand and how to reverse a negative brand image (CO3, 5)

The situational analysis section of your marketing plan identifies where the company is now. Think of the company relative to its competitors and Include a SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis in this section that examines the marketing mix (product, price, place, promotion) and service, people, processes. Include customer insights: what do your customers like about your company? What do your customers dislike about your company?

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