Marketing Analysis Toolkit: Situation Analysis

Case Solution

Thomas Steenburgh, Jill Avery
Harvard Business School ()

Before managers can begin to formulate marketing strategies for their business, they must have a thorough understanding of the internal and external marketing environments in which they operate. In this note, we present three methods for collecting and analyzing information about the company’s internal and external marketing environment: 5C analysis, Porter’s Five Forces industry analysis, and SWOT analysis. These analyzes help students understand the analytical processes managers use to understand themselves, their consumers, and the markets in which they compete. The note provides students with a foundation for analyzing marketing cases, as well as an analytical framework and process for completing the situation analysis section of a marketing plan.

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