Introduction

Under the competitive and dramatically changing environment, some companies are successful but some are failed. Considering the reasons are various, however, offering the right products for the right growth markets at the right time is the key factor for some of the successful companies. Chinese idiom says ‘know the enemy and know yourself, and you can fight a hundred battles with no danger of defeat’. Hence, the company must make marketing plan systematically, in terms of its objectives and missions, if it pursues maintaining a high level of operating efficiency, and achieving above-average returns.

The role of situation analysis

Situation analysis is an essential first step in the process of marketing plan. Jain (2004) states situation analysis is an important way in terms of forecasting the shape of things, analyzing strategic alternatives and developing greater sensitivity to long-term implications.

Situation analysis takes account of three key......

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Title: Situation Analysis In Marketing Plan
Approximate Word Count: 1531
Approximate Pages: 7 (250 words per double-spaced page)

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