3 Situation Analysis
The situation analysis area of a marketing plan looks at how internal and external factors affect your organisation. This analysis will provide an overview of your organisation – who you are, what you do, and how you interact online.
You'll be painting a picture of your organisation by considering the following sorts of questions:
- Who are your digital customers right now?
- How do they interact with the brand?
- Which digital channels are they using?
- What are their demographics?
- What are the strengths, weaknesses, opportunities and threats to the whole organisation (SWOT analysis).
- Who are your competitors? How do they compete? For example, what are their key differentiators?
- Of the digital channels you are currently using, which of them are performing well, and which are performing not so well?
We'll take a closer look at some of these areas.
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