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MKT 401 Marketing Research : Situation Analysis

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Situation Analysis

The situation analysis section of a marketing plan generally describes what is happening in the markets in which the company competes, and analyzes the company's product and distribution trends. Information in this section provides the rationale and support for the marketing objectives, plans, and strategies.

Resources for Situation Analysis

♦Industry Overviews from Business Source Premier.  Steps: 

  • Access the Business Source Premier database (see above)
  • Set the source type to 'Industry Overview' 
  • Use keyword searching to find industry overview reports

♦SWOT Analyses from Business Source Premier.  Steps:

  • Access the Business Source Premier database (see above)
  • In the search box, type SWOT Analysis and the name of your company.
  • View the Company report. Use the thumbnails to locate the SWOT.

 

Market Situations from Market Research.com Academic. Steps:

  • Access the Market Research database (see above)
  • Search for your product or browse by topic
  • View the report. Use the contents pages to locate the market situation.

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Subjects: Business, Marketing