How to Write a Marketing Plan

Part 2: Situational Analysis

6. Environmental Problems and Opportunities
Describe trends, events, conditions that are external (usually uncontrolled by the company) that may impact the company’s product(s) or the market. (Length: 1-2 pages)

• Areas of consideration:
  • social and cultural
  • demographic
  • economic
  • technological
  • political
  • legal, regulatory, ethical

7. Product/Market Analysis Tools
In an effort to provide an easy to visualize summary of the product(s) consider using one or more of the following commonly used product/market analysis tools.  (Length: 1 page)

• Product Life Cycle Analysis
• Boston Consulting Group Growth/Share Matrix
• General Electric Market Attractiveness Matrix

8. Summary of Current Situation
Summarize all information in the Situational Analysis. (Length: 1 page)

• Provide a SWOT analysis for the company’s product(s) that includes: 
  • strengths
  • weaknesses
  • opportunities
  • threats