Professional Documents
Culture Documents
Marketing Information
Dr. Ananda Sabil Hussein
4-1
Issues to be Considered
in a Situation Analysis
4-2 4.1
Exhibit
Conducting a
Situation Analysis (1 of 2)
4-3
Conducting a
Situation Analysis (2 of 2)
The Benefits of Analysis Must Outweigh the Costs
4-4
The Interconnectedness of the Internal,
Customer, and External Environments
4-5 4.2
Exhibit
Discussion Question
4-6
The Internal Environment (1
of 2)
4-7
The Internal Environment (2
of 2)
Availability of Resources
Includes a review of financial, human, and experience resources; as
well as resources from key relationships
Financial resources tend to get most attention
Labor shortages are expected to be a major problem in the coming
years
4-8
The Customer
Environment
Who are our Current and Potential Customers?
What do our Customers do with our Products?
Where do Customers Purchase our Products?
When do Customers Purchase our Products?
Why (and How) do Customers Select our Products?
Why do Potential Customers not Purchase our
Products?
4-9
Discussion Question
4-10
The External Environment
(1 of 2)
Competition
Brand competitors
Product competitors
Generic competitors
Total budget competitors
4-11
Major Types of Competition
4-12 4.6
Exhibit
Stages of Competitive
Analysis
1. Identification
Identify all current and potential competitors
2. Characteristics
Assess each key competitor’s characteristics
3. Assessment
Assess each key competitor’s strengths and weaknesses
4. Capabilities
Focus the analysis on each key competitor’s marketing
capabilities
5. Response
Estimate each key competitor’s most likely strategies and
responses under different environmental situations
4-13
The External Environment
(2 of 2)
4-14
Trends in the
Sociocultural Environment (1 of 2)
4-15
From Exhibit 4.7
Trends in the
Sociocultural Environment (2 of 2)
4-16
From Exhibit 4.7
Collecting Environmental
Data and Information (1 of 2)
Secondary Information Sources
Internal Data Sources
Government Sources
Periodicals/Book Sources
Commercial (Fee-Based) Sources
4-17
Collecting Environmental
Data and Information (2 of 2)
Primary Data Collection
Direct Observation
Focus Groups
Surveys
Experiments
4-18
Discussion Question
4-19