Marketing Plan -- Situation Analysis

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The role of situation analysis in marketing plan Facing to more complex business environment, systematically marketing plans are important to organizations in terms of maintaining a high level of operating efficiency and achieving goals fully. According to Sally and John (1996:3), marketing plans are “the written document or blueprint for implementing and controlling an organization’s marketing activities related to a particular marketing strategy” (Sally, D., Lyndon S., & John, B., 1996: 3). A successful marketing plan is able to improve organizations’ profits and growth, uses in objective setting and monitors results (Subash Jain, Michael D. Clemes, Gregory Brush, 2008: 5) In order to gain a successfully marketing plan, it is…show more content…
However, it has lots of potential competitors and their brands are available. Therefore, this may imply firm exist in a monopolistic competition and it should develop strategy to emphasis on product differentiation (S. Rundle-Thide, et al, 2007: 71) Ypartnership is a company which offers cruising travel and it supposes its major customers are young people who are in 18-28 age groups. However, through customer analysis there are 36% customers in the group of 35-49 year-olds (baby boomer) and 20% in the group of 50-64 year-olds (baby boomer) (“Won’t You Let Me Take You On a Sea Cruise?” the source from It is obvious that the firm may make wrong market decision without any analysis about its customers, because of the different habits and lifestyle between the baby boomer and young generations. Conclusion about factors in situation analysis Therefore, the internal environment analysis presents the firm’s abilities, which implies the firm what it can do. Additionally, considering about those internal factors, market managers can get the strengths and weaknesses in their organizations. On the other hand, the external situation analysis may affect the organization performance, which implies firm what it should do in the future due to opportunities and threats. Present and justify step-by-step guide of situation analysis for J Boag & Son A. Identify the industry Boag’s in

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