Marketing Analysis Toolkit: Situation Analysis

Posted: 6 Mar 2010

See all articles by Thomas J. Steenburgh

Thomas J. Steenburgh

University of Virginia - Darden Graduate School of Business

Jill Avery

Harvard Business School

Date Written: February 4, 2010

Abstract

Before managers can begin to formulate marketing strategies for their businesses, they must have a strong understanding of the internal and external marketing environments in which they are operating. In this note, we present three methods for collecting and analyzing information about the internal and external marketing environments firms face: 5 C's Analysis, Porter's Five Forces Industry Analysis, and SWOT Analysis. These analyses help students understand the analytical processes by which managers understand themselves, their consumers, and the marketplaces in which they compete. The note gives students a foundation for analyzing marketing cases, as well as providing an analytical structure and process for completing the situation analysis section of a marketing plan.

Suggested Citation

Steenburgh, Thomas J. and Avery, Jill J., Marketing Analysis Toolkit: Situation Analysis (February 4, 2010). HBS Case No. 510-079; Harvard Business School Marketing Unit. Available at SSRN: https://ssrn.com/abstract=1564844

Thomas J. Steenburgh (Contact Author)

University of Virginia - Darden Graduate School of Business ( email )

P.O. Box 6550
Charlottesville, VA 22906-6550
United States

Jill J. Avery

Harvard Business School ( email )

Cambridge, MA
United States
6174958084 (Phone)

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