Situational Analysis

ALL BUSINESS

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An examination of the internal strengths (S), weaknesses (W),

external opportunities (O), and threats (T) affecting an organization.

Also called SWOT Analysis, a situational analysis is a basic

element of the marketing plan and is used to make projections for

the proposed marketing activities. Typically the analysis seeks to

answer two general questions: Where is the organization now? and,

In what direction is the organization headed? Factors studied in

order to answer these questions are the social and political developments

impacting on marketing strategy, competitors, technological

advances, and other industry developments that may affect the

marketing plan.

Strategic planning is an organization’s process of defining its strategy,

or direction, and making decisions on allocating its resources to

pursue this strategy, including its capital and people.