Advanced principles of marketing
The Situation Analysis follows the Executive Summary and table of contents in the marketing plan. This
will be the first section of your overall plan.
The purpose of the Situation Analysis is for the marketer to assess the situation and the market in which
the company competes. The Situation Analysis contains background information on trends,
competitors, market needs, target markets, and products.
The Situation Analysis is a very in-depth report, and it contains numerous elements; because of this, you
complete it in two parts, the first part in Module 03 and the second part in Module 04.
Your Situation Analysis – Part I covers your Market Summary. Complete your Market Summary by
providing 1-3 paragraphs about each of the following items. Remember to include at least one research
source – with a citation at the end in APA format.
•Target Market: Provide information on your target market.
•Demographics: What are the demographics for your target market?
•Geographics: What geographic areas are you targeting and why?
•Market Needs: What are the market needs? How will your product benefit your customers?
•Market Trends: What traditional and Internet market trends can you identify and how will you leverage
•Market Growth: Has there been any growth or change in the market? Please provide specifics.
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