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
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.