Definition: Situational analysis is performed to gather data about current market conditions and where a business sits in terms of its strengths, weaknesses, opportunities, and threats. It is the first step to establishing the business's competitive advantages and the bases upon which a strategic marketing plan is built.
The purpose of a situational analysis is to help organizations understand its current standings in the market and develop its competitive advantages. Through gathering data about its market environments and analyzing its strengths, weaknesses, opportunities and threats, the organization can develop an effective plan of action for how the business should proceed. Specific research topics include current consumer trends, needs and preferences, as well as brand awareness and perceptions. This analysis will be the foundation upon which an effective marketing plan is developed to reach the right audience and to meet marketing goals. At ERC, our team of marketing experts draw from a variety of established techniques to perform situational analysis, including but not limited to SWOT analysis, 5C analysis, and five forces industry analysis. With over 20 years of marketing experience, along with our extensive resources, we can help your organization develop the most effective marketing plan to support your long-term business goals.