Implementing this marketing planning framework is setting out the situation analysis. The situation should provide an overview of your organisation – who you are, what you do and how you interact and trade by addressing internal and external factors impacting the business. This section paints a picture of your organisation and to do this, we consider:
Who your customers currently are (how do they interact with the brand, the platform/s used, demographic breakdown.
SWOT analysis – what are the strengths, weaknesses, opportunities, and threats to the whole organization.
Competitor analysis – who are your competitors? How do they compete? e.g. price, product, customer service, reputation, what are their key differentiators?.
Marketing channels. list out all the various channels used and success of each for your organisation – what’s performing well or not?.