Editing Situation analysis (section)

== In marketing ==

In marketing, a [[marketing plan]] is created to guide businesses on how to communicate the benefits of their products to the needs of potential customer. The situation analysis is the second step in the marketing plan and is a critical step in establishing a long term relationship with customers.<ref>{{cite web|url=http://www.businesslink.gov.uk/bdotg/action/layer?topicId=1073900352|title=Create your marketing strategy|publisher=Business Link|access-date=22 March 2012|archive-url=https://web.archive.org/web/20121015192002/http://www.businesslink.gov.uk/bdotg/action/layer?topicId=1073900352|archive-date=15 October 2012|url-status=dead}}</ref>

The parts of a marketing plan are:
* Introduction
* Situation analysis
* [[Goal|Objectives]]
* [[Budgeting]]
* [[Strategy]]
* [[Execution]]
* [[Evaluation]]

The situation analysis looks at both the macro-environmental factors that affect many firms within the environment and the micro-environmental factors that specifically affect the firm. The purpose of the situation analysis is to indicate to a company about the organizational and product position, as well as the overall survival of the business, within the environment. Companies must be able to summarize opportunities and problems within the environment so they can understand their capabilities within the market.<ref>{{cite web|url=http://www.netmba.com/marketing/situation/|title=The marketing process|publisher=NetMBA Business Knowledge Centre|accessdate=22 March 2012}}</ref>