2024/5/29 09:40 Part B: Situation Analysis Part B: Situation Analysis Situation analysis is the first graded submission of the Marketing Plan Project. It is dedicated to examining the organization's current state. The goal of this assignment is to understand who the organization is both internally and externally. LEARNING OUTCOMES • • Identify the importance of who the organization is including their culture, competitive advantage, core competencies, mission, and customers. Explain why the organization is winning in the marketplace. • Consider how the organization adds value to customers' lives (consumer benefit). Apply Porter's five forces. • • Apply SWOT analysis. • Distinguish between internal and external evaluation of the organization. ASSIGNMENT DETAILS The following list shows the expected components of a situation analysis. I. Description of the Company II. Internal Analysis: Who are they as an organization? 1. Strategic Plan/Focus ■ Mission/vision ■ Core competency/values Top three existent financial goals ■ Top three existent non-financial goals 2. Recommended questions that should be answered but are NOT limited to: ■ What products or services do they provide? ■ What business are they in - in terms of consumer benefits? ■ What are their key factors for success? Why are they winning in the marketplace? ■ What are their core competencies (i.e., what are they good at)? ■ What resources do they have that are unique or the same as key competitors? ■ What is their competitive point of difference? ■ Who are their customers/consumers? III. External Analysis (Macro Environment): What external factors are influencing their business? 1. Social 2. Economic 3. Technology 4. Competition 5. Legal/Regulatory 6. Industry Analysis (Porter's five forces) file:///Users/zhanglanyu/Downloads/group-project-part-b.html/toc/activities-and-assignments/group-project-part-b.html 1/3 13 2024/5/29 09:40 Part B: Situation Analysis IV. Strengths, Weaknesses, Opportunities, Threats (SWOT) Analysis 1. Determine strengths and weaknesses from internal assessment 2. Determine opportunities and threats from external assessment Refer to the weekly lessons for a sample SWOT analysis and keep in mind that you will draw a strategy from the weaknesses and strengths that you identify here in the future submissions of the project. LENGTH AND SPACING REQUIREMENTS Please refer to Guidelines for Completing the Assignment for details about the assignment expectations and details. In particular, note the following: • Use the Verdana font. Use font size 10 and 1.5 line spacing everywhere except endnotes (font size 8, single spacing) and exhibits (variable font size and line spacing). • You should not spend more than 2-3 pages for each of Situation Analysis, Marketing Objectives, and Marketing Strategies excluding the exhibits and list of sources at the end. • In the final report, a maximum of 10 pages (excludes cover sheet, endnotes, exhibits, and references) are allowed. In addition, a maximum of 10 pages of exhibits are permitted. Place exhibits at the end of the marketing plan report. • All exhibits must be included in the exhibits sections at the end and given a title and a short descriptor that includes a reference to all sources used in the exhibit. GRADING OF PART B The grading of the assignment will be based on several criteria as shown below: Criterion Marks Internal analysis: mission, core competency, unique resources, top three financial/non-financial goals, customer analysis 6 External factors: social, economic, technological 6 External factors: competition, industry analysis 6 SWOT analysis 6 Language and grammar, spelling, clarity, exhibits, sources, citations, and organization. Properly followed formatting instructions. 6 The Group Assignment Checklist (DOCX) form should be filled in and included in the submission of this assignment. This assignment must be submitted to the Part B: Situation Analysis Dropbox by the date specified in the Course Schedule. Please see How to Submit Your Assignments at the bottom of this page for more details on Dropbox submission, file formats, etc. How To Submit Your Assignments Each assignment must be submitted online to the Part B: Situation Analysis Dropbox by the deadline specified in the Course Schedule. You may submit multiple times until the file:///Users/zhanglanyu/Downloads/group-project-part-b.html/toc/activities-and-assignments/group-project-part-b.html 2/3 2024/5/29 09:40 Part B: Situation Analysis deadline, but ensure the same group member is submitting each time. Be aware that if you choose to resubmit, your previous submission will be overwritten. Dropboxes can be accessed by clicking Submit and then Dropbox on the course navigation bar above. Your assignment must be submitted in Microsoft Word (DOC or DOCX) file type. file:///Users/zhanglanyu/Downloads/group-project-part-b.html/toc/activities-and-assignments/group-project-part-b.html 3/3