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How to Innovate in Marketing (Collection), 2/e by Tony Davila, Robert Shelton, Joan Kiddon, Larry Light, Michael Tasner, Monique Reece, Marc Epstein

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11. Situation Analysis and SWOT Analysis

Situation Analysis

A Situation Analysis is a brief overview of company’s current situation. It’s similar to a balance sheet as it provides a brief snapshot of the company’s current situation. It provides enough of an overview that the reader will understand the company’s products and services and the value its products and services provide to customers. The key issues, concerns, and business drivers are summarized to give the reader a good idea of the business environment. This section may also include brief information about competitors and past financial performance as well as a brief summary of the products and services in the marketing plan.

All of this information should total two or three pages. ...

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