Marketing Plan Assignment 2 Situation Analysis Template PDF

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Comprehensive Marketing Plan Assignments...

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Marketing Plan Assignment RCSC 346 Fundamentals of Marketing

Marketing Plan Assignment 2: Situation Analysis for Condor Land LLC

Prepared by: [Your Name – you can delete the brackets] Date:

[Date – you can delete the brackets]

** DELETE THIS PAGE ON YOUR SUBMISSION **

How to use this Situation Analysis Template This Situation Analysis Template is designed to be a general guide you can use to write your Situation Analysis. A summary of this document will be included in your final Marketing Plan. This template was created in MS Word. You are welcome to create your own document and to use something other than MS Word as long as it follows the same outline, has a title page, contents, and sources in a Bibliography, and has page numbers. If you create your own document, make sure it is professionally presented and is a business document. If you choose to use an alternative program, make sure to save your final submission document as a MS Word .docx or .doc format document.

Formatting Page Layout:

Allocate 1” margin on the top, bottom, left, and right

Section Heads:

16 point Arial (Headings) bold

Subheads:

12 point Arial (Headings) bold

Body: 11 point Ariel or another standard, plain font. Alignment: Flush left. Line spacing: Multiple, at 1.08 lines, +12 points before the paragraph, +8 points after the paragraph.

Using the Template As you write your plan, make sure to delete the instructions and reference material contained in the body of this document. (Including this page.) Use bullet points, inset text boxes, charts, graphs, tables, illustrations, and other information presentation tools to make the document easy and interesting to read. This will be particularly important in your Situation Analysis which often contains a lot of information.

Crediting Sources In a “real world” situation analysis, you would use footnotes or endnotes for your sources. Since this is being prepared for a Marketing course, format your references as citations in APA style. For more information about APA style, check out the Purdue OWL: APA Formatting and Style Guide. You can easily set up APA citations with the MS Word reference wizard located on the ribbon on the Reference tab. When using APA format, follow the author-date method of in-text citation. This means that the author's last name and the year of publication for the source should appear in the text, for example, (Jones, 1998), and a complete reference should appear in the reference list at the end of the paper. Page 2

** DELETE THIS PAGE ON YOUR SUBMISSION ** If you are referring to an idea from another work but NOT directly quoting the material, or making reference to an entire book, article or other work, you only have to make reference to the author and year of publication and not the page number in your in-text reference. All sources that are cited in the text must appear in the reference list at the end of the paper. [CITATION Jos18 \l 1033 ] Although you need to use APA style for your references, do not adhere to APA style for the document. For example, do not double space the document. When you have completed your Situation Analysis: 1. Insert your sources on the last page. You can do this by selecting References on the MS Word ribbon, then selecting Bibliography, and clicking on Insert Bibliography. 2. Save as a MS Word .docx or .doc format document. DO YOU SUBMIT PDFs or Pages documents.

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** DELETE THIS PAGE ON YOUR SUBMISSION **

Grading This assignment is worth 60 points, distributed as follows: Competency Internal Analysis (x1) Max. 4 points External Environmental Analysis (x2.5) Max. 10 points Market Assessment (x2) Max. 8 points Competitive/Porter's (x1.5) Max. 6 points SWOT (x3) Max. 12 points Support for recommendation (x3) Max. 12 points Writing (x1) Max. 4 points Mechanics (x1) Max. 4 points

Excellent

Good

Needs Improvement

Unacceptable

4 points

3 points

2 points

0 – 1 points

Internal Analysis is completed and fully accurate.

Internal Analysis is substantially complete and/or has minor inaccuracies.

Internal Analysis is incomplete and/or contains major inaccuracies. .

Internal Analysis is missing.

External Environmental Analysis demonstrates a full understanding of the process and covers all PESTLE factors.

External Environmental Analysis includes all PESTLE factors but has some instances of superficial or incomplete assessment.

One or more PESTLE factors are missing and/or there are many instances of superficial assessment.

External Environmental Analysis is missing.

Market Assessment is complete, accurate, and fully supported by multiple, credible sources. Competitive Assessment demonstrates a full understanding of Porter’s 5 Forces and is supported by credible sources. SWOT and TOWS were properly done and supported by credible sources.

Market Assessment is complete, but has minor issues with accuracy and/or support.

Competitive Assessment is incomplete, poorly executed, and/or lacks support

Market Assessment is missing.

Competitive Assessment is completed but has minor issues with execution of Porter’s or research support. Complete but contains minor issues with execution of SWOT and/or TOWS.

Competitive Assessment is incomplete, poorly executed, and/or lacks support.

Competitive Assessment is missing.

SWOT and TOWS analyses are substantially incomplete and/or not properly executed.

SWOT and TOWS analyses are missing.

Six or more credible sources used to support recommendation.

Credible support provided but relies heavily on five or fewer sources.

Limited support and/or reliance on weak or unreliable sources.

No factual support provided.

Writing is clear, concise and well-organized.

Writing has no major issues.

Writing has some issues with clarity, conciseness, and/or organization.

Writing is confusing and difficult to understand.

No or very few instances of incorrect spelling, punctuation, capitalization, and usage of standard English grammar.

Few instances of incorrect spelling, punctuation, capitalization, and usage of standard English grammar.

Several instances of incorrect spelling, punctuation, capitalization, and usage of standard English grammar.

Incorrect spelling, punctuation, capitalization, and use of standard English grammar hinders understanding.

Maximum points: 60 NOTE: There will be a 20% deduction for a submission after the due date. No submissions will be accepted after the close date.

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Situation Analysis The Situation Analysis describes key aspects of the market the company currently competes in and/or which it might compete in the future. Start with a brief introduction – one sentence is OK. Make sure to include the company name.

Internal Analysis: The Company Prepare a summary of the key information about the company. Include the relevant items from this list: Tips – Quote the case for facts that are given such as Vision and Mission. Exclude items that do not apply like “Image in the market” because this company is a start-up with no image in the market yet. Company • Vision • Mission • Values • Culture • Organizational structure Financial • •

Financial Flexibility Financial Resources

Human Resources • • •

Key staff capabilities and strengths Turnover rate Other HR advantages and/or challenges

Marketing • • • • • •

Image in the market Brand strength Market share Product line Sales capability Service capability

Operational • • • • •

Access to resources Inventory depth Operational capacity Operational effectiveness Purchasing capability

Technology • • •

Technology currency Technology knowledge Technology skill

Conclude this section with a Company Assessment where you over two evaluations: 1.

Determine if the company can meet the customer needs.

2.

Do they have the right product line and/or technical expertise?

Tip: The Company’s Strengths and Weaknesses may be inputs for your SWOT Analysis.

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External Environmental Analysis An external analysis of Condon Land’s marketplace was conducted. It is summarized below: An External Environmental Analysis is undertaken to make sure that the marketing effort is in sync with the overall environment and that the company is not blindsided by emerging trends or other external factors. For your situation analysis, use the External Analysis Excel Template in Lesson 3A.1 and conduct a PESTLE analysis. Copy and paste your completed analysis (the detailed chart with rankings and the plotted rankings here.

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Market Assessment The Market Assessment is an analysis of the marketplace in which the company competes. This is often the most time-consuming and detailed part of the situational analysis. It includes: 1. •

Industry description and outlook Market size

•

Market growth (usually for 5 years)

•

Market structure (including current and potential Collaborators)

•

Market trends

•

Consumer factors • Market needs

2.

•

•

Market segments

Tips: Use a combination of information from the case and your own research for this section. Make sure to include your sources. Condor Land plans to enter the ………and so on.

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Competitive Analysis The first step is a Competitive Analysis to identity the main competitors. Make sure to look at both direct and indirect competitors. Then identify the Strengths and Weaknesses of competitors relative to the company. •

Determine who competes with the company in meeting the customer’s needs.

•

Is it an active competitor or a potential threat?

•

What are their products exactly?

•

What are their strengths and weaknesses?

Write the first part of your Competitive Analysis here. Next cover any other Competitors Factors • • •

Actual or potential Direct or indirect Products

Write the second part of your Competitive Analysis here. Industry Analysis The Competitive Analysis links to Porter’s Five Forces industry analysis. Use Porter’s Five Forces to conclude this section. Write a brief intro about the industry Condor Land is planning to compete in. Then complete this Porter’s Five Forces chart. Rate each of the five forces as: Very Strong, Strong, Moderate, Weak, or Very Weak.

Industry Force

Description

Rating

Potential of new entrants into the industry Power of suppliers Power of buyers/customers Threat of substitute products Competition in the industry Write your conclusions from this analysis about industry attractiveness and about the level of competition in the industry.

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Porter’s Five Forces defines whether an industry is attractive or unattractive from the perspective of a company competing in that industry. These forces determine an industry structure and the level of competition in that industry. The stronger competitive forces in the industry are, the less profitable it is. An industry with low barriers to entry, with few buyers and suppliers but many substitute products and competitors, will be seen as very competitive and thus, not so attractive due to its low profitability. An attractive industry is one which offers the potential for profitability. If a company uses Porter’s Five Forces industry analysis and concludes that the competitive structure of the industry is such that there is an opportunity for high profits, the company can elect to enter that industry or market. Or, if the company is already competing in that industry or market, it can use the competitive forces Porter created to determine its optimal position within the marketplace. An unattractive industry is one which does not offer the potential for profitability. If a company uses the five forces Porter created and concludes that the competitive forces in the industry are too strong or unfavorable, that company may choose not to enter that industry or market. Or, if the company is already competing in that industry or market, it can use Porter’s five forces model to find the best possible strategic placement in it.

Attractive Industry – High Profits     

High barriers to entry Weak suppliers bargaining power Weak buyers bargaining power Few substitute products or services Low competition

    

Unattractive Industry – Low Profits Low barriers to entry Strong suppliers bargaining power Strong buyers bargaining power Many substitutes products or services Intense competition

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SWOT Analysis Start this section with a 1 sentence intro. This is the last part of your situation analysis and uses information developed through the Marketing Audit which is contained in the above sections. SWOT Analysis – an acronym for Strengths, Weaknesses, Opportunities, and Threats – assesses a company’s competition in the desired field or market. This analysis serves as an excellent tool for decision-making and marketing planning. How to Complete a SWOT Analysis Step 1. List the organization’s key Strengths and Weaknesses (Internal view) from the Marketing Audit. Step 2. List the organization’s key Opportunities and Threats (External view) from the Marketing Audit. Step 3. Sort the four lists into order of importance and impact. Step 4. Reduce each list to three to six factors. Step 5. Determine the strategic implications of the SWOT with a TOWS analysis Use this template for your SWOT Analysis – and only include the 3 most important factors from your Marketing Audit for each category.

Strengths

Weaknesses

List 1 here

List 1 here

List 2 here

List 2 here

List 3 here

List 3 here

Opportunities

Threats

List 1 here

List 1 here

List 2 here

List 2 here

List 3 here

List 3 here

Once you have a short list of factors in each of the four SWOT categories, then align the factors to determine the strategic implications – to identify:  

Point of Leverage: Strength that aligns to an Opportunity. Constraint: Weakness that aligns to an Opportunity; prevents taking advantage of an Opportunity. Page 10

 

Vulnerability: Threat that aligns to a Strength; this is an area of risk. Problem: Threat that aligns to a Weakness; this is an area to avoid.

This final step in a SWOT Analysis is also called TOWS Analysis:

Internal Strengths

Internal Weaknesse s

External Opportunities

External Threats

S+O Point of Leverage

S+T Constraint

The best place to build a strategy.

This prevents taking advantage of an Opportunity.

W+O Vulnerability

W+T Problem

A risk area.

An area to avoid.

Conclude your SWOT Analysis with an overall assessment of the company’s: 

Points of Leverage



Constraints



Vulnerabilities



Problems

Based on the SWOT matrix, the overall assessment of Condor Land LLC is as follows: Points of Leverage

List one, two, or three, it is OK to only have one.

Constraints

List one, two, or three, it is OK to only have one.

Vulnerabilities

List one, two, or three, it is OK to only have one.

Problems

List one, two, or three, it is OK to only have one.

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Growth Opportunities Usually, the most promising growth strategy will align with the Points of Leverage identified in the SWOT/TOWS Analysis, but sometimes, the best growth option is beyond the factors analyzed in the SWOT/TOWS Analysis. In any case, the last step in the Situational Analysis is to identify the most promising growth opportunities. Condor Land LLC has the following growth opportunities: •

Opportunity 1

•

Opportunity 2 (if you have more than one)

•

Opportunity 3 (if you have more than two)

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Before you submit this assignment Make sure your submission is complete. Do you finish every section? Have you inserted both the External Analysis Table (PESTLE) and the Plot?

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