examines the all aspects that may impact sales
The situation analysis examines all the aspects that may impact sales of a specific company. The strengths and weaknesses should be focused upon the brand and its attributes, not the market conditions. SWOT is an acronym for Strengths, Weaknesses, Opportunities, and Threats.
- Strengths & Weaknesses: Highlight the strengths and weaknesses of the brand in the current marketplace.
- Opportunities & Threats: Identify potential opportunities and threats that exist outside the organization that may impact the brands sales potential. Focus on market trends, consumer confidence, and technology advances.
- Competitors: Analyzes what competitors are doing in the marketplace.
It should be noted that the SWOT analysis is a tool used to help direct the thoughts of the individual or group drafting the marketing plan and it should not be included in the body of your report as it lacks professionalism. If you feel pressured to include your SWOT with your marketing plan include it in an appendix.