Textbook Notes (369,203)
Canada (162,462)
Marketing (884)
MKT 100 (488)
Sprangel (5)

Situation Analysis and Internal External Analysis.docx

2 Pages

Course Code
MKT 100

This preview shows 80% of the first page. Sign up to view the full 2 pages of the document.
Situation Analysis & Internal External Analysis  After developing its mission, a firm next must perform a situation analysis, using a SWOT analysis that assesses both the internal environment with regard to its strengths and weaknesses (internal analysis) and the external environment in terms of its opportunities and threats (external analysis).  Situation analysis also includes an examination of market trends, customer analysis, and competitive analysis.  A SWOT analysis is designed to help the firm determine areas in which it is strong and can compete effectively and areas where it is weak and vulnerable to competitive attacks.  It also enables the firm to understand where it has sustainable competitive advantage or unique advantages that cannot be easily copied by competitors and how it can leverage those advantages in response to new opportunities arising from changes in its external environment.  By understanding its competitive s
More Less
Unlock Document

Only 80% of the first page are available for preview. Some parts have been intentionally blurred.

Unlock Document
You're Reading a Preview

Unlock to view full version

Unlock Document

Log In


Join OneClass

Access over 10 million pages of study
documents for 1.3 million courses.

Sign up

Join to view


By registering, I agree to the Terms and Privacy Policies
Already have an account?
Just a few more details

So we can recommend you notes for your school.

Reset Password

Please enter below the email address you registered with and we will send you a link to reset your password.

Add your courses

Get notes from the top students in your class.