個案資料
了解個案內容與學習目標，選擇授課教師及使用課程。
The Situation Analysis
內容大綱
Building a Marketing Plan: A Complete Guide is a 10-chapter book written by three marketing faculty at Central Queensland University, Australia: Ho Yin Wong, senior lecturer, Kylie Radel, lecturer, and Roshnee Ramsaran-Fowdar, senior lecturer. The book was written to provide both marketing students and business professionals with a comprehensive and practical framework for developing a marketing plan. Drawing together theoretical concepts, strategic thinking processes, and recent research findings, the text helps the reader conduct in-depth situational analyses, develop a deep understanding of target markets, set measurable and timely marketing objectives, develop a series of marketing strategies based on four key elements of marketing, and ensure that appropriate implementation and control mechanisms have been considered. To show how to apply the marketing planning framework discussed in chapters 2-10, the authors provide a comprehensive example in the appendix. Chapter 2 explores situational analysis, or what is happening currently in the dynamic internal and external environments in which an organization operates. The components of an industry analysis are discussed, as are five main macro-level environmental forces impacting marketing planning: the PEST (political, economic, social, technological) and natural environment analysis. The elements of the internal audit - an analysis of the organization itself through its marketing goals and objectives, organizational resources, and internal structure and culture - are then explored. The chapter concludes with the most important stage of the situational analysis: the SWOT (strengths, weaknesses, opportunities, and threats) analysis, where the findings of the situational analysis are summarized.