Editing Situation analysis (section)

=== Company ===
The company analysis involves evaluation of the company's objectives, strategy, and capabilities. These indicate to an organization the strength of the [[business model]], whether there are areas for improvement, and how well an organization fits the external environment.<ref name=anderson>{{cite journal|first= Gene|last=Anderson|title=Framework for marketing planning|journal=[[University of Michigan Business School]]|date=March 2005}}</ref>
* Goals and objectives: An analysis on the mission of the business, the industry of the business and the stated goals required to achieve the mission.
* Position: An analysis on the [[marketing strategy]] and the [[marketing mix]].
* Performance: An analysis on how effective the business is achieving their stated mission and goals.
* Product line: An analysis on the products manufactured by the business and how successful it is in the market.<ref name=sitan />