Q:

How do you write a situational analysis?

A:

To write a situation analysis, provide information regarding a company's background and consumer perception, an evaluation of the advertised product, information on competitors, possible strategies and an audience profile. While the methods of analysis may be different according to the company, the core concept remains the same.

  1. Research the background of both the company and the product

    A situation analysis begins with a background summary of the company's products and services. Include past events and important market factors, as well as upcoming events that may affect the future of the company. Next, provide a thorough evaluation of the product being advertised. Discuss its variations, and review its customer perception, which includes surveys and feedback.

  2. Compare and contrast with the competitors

    Include both direct and indirect competitors within the specified product category. Determine the major competition, and discuss its methods of branding, pricing, positioning and messaging.

  3. Create an audience profile

    Look for trends in your current advertising strategies, and attempt to pinpoint which methods are working. Next, collect data on your target audience. This information should include income, occupation, age, ethnicity, geographical location and marital status. Organize data on how your product is being used. Finally, filter this information so that it measures brand value and loyalty.


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