Situation Analysis (1-2 pages)
1. Climate (PESTT)
¢ Political factors
¢ Economic factors
¢ Socio-cultural factors
¢ Technological factors
¢ Trends
2. Industry SWOT :
¢ Strength & Weaknesses
¢ Opportunities & threats
3. Competitors For each company:
¢ Marketing Mix (Four Ps)
¢ Strengths & Weaknesses
¢ Core Competencies (main product focus)
¢ Competitive Advantage
4. Customers (Target Market)
¢ Geographic
¢ Demographic
¢ Psychographic
¢ Behavior & Lifestyle
