Principles of Marketing Course Task 1 Situation Analysis By Hesham Hassanin - Freelancer Marketing Trainer Mobile: 01061888823 - 01112590452 Email: hesham.hassanin.sayed@gmail.com

2. Team Information
Team Name
Team Leader
Team Members

3. Introduction
• You are asked to produce a years marketing plan, which is
required as part of your assessment.
• The main objective of the marketing plan is to evidence that
you have explored, analyzed and understood the importance
of apply strategic marketing techniques.

4. Scenario
You have been recruited as a consultant to produce a 3 years
marketing plan for Junction.

5. Task 1
“Situation Analysis”

6. Task Details
• Your marketing plan should include an analysis of the internal,.
external environment, the applications of these in a SWOT
analysis and SWOT matrix and you should create the CSFs.
• Your marketing plan must follow SOSTAC framework and
should cover all elements of the marketing plan.

7. The marketing audit checklist
The following is a list of factors that can affect businesses. You
should only be interested in those that will affect your particular
organisation. This list does not claim to be exhaustive, but is
intended to provide fair coverage of most areas, thereby acting
as a guide and stimulus.

8. External Environment Analysis
(Opportunities and Threats)

9. Political Factors
Factors Positive Points Negative Points
Government
policy
Taxation policy
Trade regulation
International
politics
Local
government
Terrorism

10. Economic Factors
Factors Positive Points Negative Points
Taxation
Unemployment
Exchange rate
Energy
Prices
Raw materials
Rates of interest
Inflation
National and
global economic
climate
Taxation

11. Social factors
Factors Positive Points Negative Points
Consumer
attitudes and
opinions
Population
growth,
distribution,
dynamics
Change in age
structure
Income
distribution
Social mobility
Education
Immigration
Religion

12. Technological factors
Factors Positive Points Negative Points
Information
Technology
Communication
s Technology
Innovations
Investment in
R&D
Manufacturing
advances
Rates of
obsolescence

13. Environmental factors
Factors Positive Points Negative Points
Climate change
Environmental
regulations
Cleaner
technologies
Growing
importance of
environmental
concerns
Green policies
Customer values

14. Regulation/Legal factors
Factors Positive Points Negative Points
Employment
law
Competition law
Taxation
Industry specific
regulation
Consumer
protection
Health and
safety
Product safety

15. Market
Factors Positive Points Negative Points
Size
Diversification
Products
Price
Channels
Communications
Industry
profitability

16. Marketing Channels
Factors Positive Points Negative Points
Distributors
Retailers
Contractors

17. Competitors’ Analysis
Competitor 1 Competitor 2 Competitor 3 Competitor 4
Factor
Factor
Factor
Factor
Factor
Factor
Factor
Factor
Factor
Factor
Factor
Factor

18. Market Role
DetailsFactor
Market Leader
Market Challenger
Fast Mover
Market Follower
Market Nicher

19. 5 Ms
DetailsFactor
Manpower
Money
Materials
Methods
Machinery

20. SWOT Analysis
Threats Opportunities
Strengths Weaknesses

21. SWOT Matrix
Threats Opportunities
Strengths
Weaknesses

22. Critical Success Factors (CSFs)
CSF Weighting
Our Compay Competitor 2 Competitor 3 Competitor 4
Raw Adjusted Raw Adjusted Raw Adjusted Raw Adjusted
Factor 1
Factor 2
Factor 3
Factor 4
Factor 5
Factor 6
Factor 7
Total 1.00

23. Hesham.hassanin.sayed@gmail.com
0111 259 0452 – 0106 188 8823