How to Write a Marketing Plan

Part 2: Situational Analysis

The situational analysis is designed to take a snapshot of where things stand at the time the plan is presented. It covers much of the same ground covered in the Preparing Market Study Tutorial, so those preparing a Marketing Plan should check this out as well.

This part of the Marketing Plan is extremely important and quite time consuming. For many, finding the numbers may be difficult, especially for those entering new markets. Anyone in need of numbers should look the Finding Secondary Research Tutorial, which may offer ideas for locating the numbers Marketing Plan writers may need.

The situational analysis covers six key areas: product, target market, distribution, competitors, financial and other issues.