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 Seconday 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.

1. Current Product Analysis
(May be able to skip this section if plan is for a new product and no related products exist.) Provide detailed analysis of the company’s product(s). (Length: 1-2 pages).

• Describe the company’s current product(s) offerings in terms of: 
  • Product Attributes
    • Describe the main product features, major benefits received by those using the product, current branding strategies, etc.
  • Pricing
    • Describe pricing used at all distribution levels such as pricing to final users and to distributors, incentives offered, discounts, etc.
  • Distribution
    • Describe how the product is made accessible to final users including channels used, major benefits received by distributors, how product is shipped, process for handling orders, etc.
  • Promotion
    • Describe promotional programs and strategies in terms of advertising, sales promotion, personal selling and public relations, how product is currently positioned in the market, etc.
  • Services Offered
    • Describe support services provided to final users and distributors before, during and after the sale