Strategy Phase: Situational Analysis In this task you will complete the Situational Analysis. Use the guide in the Important Documents to develop your document. The Situational Analysis Should include: Competitive Analysis Company Analysis Product Analysis Customer Analysis Market Analysis Complete a thorough analysis for the company you have selected for your final project. . To complete this task successfully first work through all learning resource activities: Watch the Introduction and Section 1 – Understanding Marketing’s Role from the course Marketing Foundations with Drew Boyd in LinkedIn Learning (~7 videos: see below) Read more about strategy in Chapter 2 of How to Write a Marketing Plan, Revised Third Edition (for further clarification) Read Chapters 3&4 in Malcolm McDonald on Marketing Planning: Understanding Marketing Plans and Strategy Complete the following for your assignment: Competitive Analysis Who will be your competition and how will you deal with the competition? Company Analysis Describe your company and include your SWOT analysis. Product Analysis Describe your product. How will the company benefit from this product? Customer Analysis Part 1: Research the customer analysis. Use these steps (see Customer Analysis example below): Decide what is a customer. List and gather data about the buying factors (why are people buying this product or service?) Rate buyer’s perception of product or service. Market Analysis Identify customer types for your product. You are now ready to add all your information together and upload below. This will include: Competitive Analysis Company Analysis Product Analysis Customer Analysis Market Analysis Add any graphs or diagrams you used in coming to your conclusions. Upload below. Additional Resources: Hospitality Industry Read Hotel & Travel Industry Analysis and Trends Read Hotel Competitive Set Analysis Marketing Strategy and Competitive Analysis in Resources Healthcare Industry Read Healthcare Industry Analysis 2014 Any Business Industry Evaluate the Value Proposition of your Competition

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