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Situational Analysis of a Strategic Marketing Plan

5372 Downloads1 I Published: 28 Dec ,2018

Introduction

Situation analysis is a effective process to collect appropriate method which is used by the organization (Pike, 2015). It can define internal and external environment that can affect the business enterprise. The main purpose of situation analysis is find out the position of product in business organization that can evaluate overall animation in the environment. Situational analysis identify business objectives and strategy which can help to increase profitability as well as performance of an organization. Situation analysis make marketing plan to evaluate the marketing objectives. This report is based on the coolest cooler in Australia that make Blender, USB charger, LED light and bottle opener. Basically is is a manufacturing Company that can produce effective products to their customers and get higher satisfaction by them. Present report define the situational analysis which is include Micro and Macro environment and marketing objective to achieve appropriate target (Peloza and Shang, 2011).

Task

Situational analysis is a systematic process that can evaluate the internal and external factors which can increase the performance of the company to get effective result and profit. In situational analysis micro and macro environment are define to identify the organization position.

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Macro Environment

In organisation the micro environment is uncontrollable factor which can help in taking decision regarding business activity. It include economic, legal, political, social and technological factors which is increase competitors in market as well as business entity. It can define PESTEL analysis of an organization can be evaluate the marketing plan for a new product and service in effective manner. PESTLE analysis, which is now and then alluded as PEST investigation, is an idea marketing standards. Additionally, this idea is utilized as a device by which is used by the coolest cooler to have the environmental screening.

PESTLE refers to frame means P for Political, E for Economic, S for Social, T for Technological, L for Legal and E for Environmental. It gives a 10,000 foot perspective of the entire condition from a wide range of edges that one needs to check and monitor while considering on a specific thought (Lovelock, 2011).

Every one of the parts of this method are urgent for any industry a business may be in. Something other than understanding the market, this system speaks to one of the vertebra's of the foundation of key administration that characterizes what an organization ought to do, as well as records for an association's objectives and the methodologies stringed to them.
It might be in this way, that the significance of each of the variables might be distinctive to various types of ventures, yet it is basic to any technique an organization needs to build up that they lead the PESTLE investigation as it structures a substantially more exhaustive rendition of the SWOT examination (Kumar, 2015).

It is extremely basic for one to comprehend the total profundity of each of the letters of the PESTLE. It is as underneath:

Political factor

This is essential factor which is include lawful policies, taxes and environmental low that can evaluate the effective and new product in market place. These variables decide the degree to which a legislature may impact the economy or a specific industry. [For example] a legislature may force another assessment or obligation because of which whole income producing structures of associations may change. Political components incorporate assessment arrangements, Fiscal approach, exchange levies and so on that a legislature may collect around the monetary year and it might influence the business condition (financial condition) as it were.

Economical factor

These elements are determinants of an economy's execution that straightforwardly impacts an organization and have resounding long haul impacts. [For example] an ascent in the swelling rate of any economy would influence the way organizations' value their items and administrations. Adding to that, it would influence the buying energy of a purchaser and change request/supply models for that economy. Financial components incorporate inflation rates, foreign exchange rates, remote trade rates, monetary development designs and so on (Steward and Lewis, 2010).

Social factor

These components investigate the social condition of the market, and gage determinants like social patterns, socio economics, populace examination and so on. A case for this can be purchasing patterns for Western nations like the US where there is popularity amid the Holiday season (Kotler, 2011).

Technological factor

In organization the technological factor is effective and important to identify the new products and service in market place. The technological factor can help to evaluate the effective performance of coolest cooler. These variables relate to advancements in innovation that may influence the operations of the business and the market positively or horribly. This alludes to mechanization, innovative work and the measure of mechanical mindfulness that a market has.

Environmental factor

These variables incorporate each one of those that impact or are dictated by the encompassing condition. This part of the PESTLE is vital for specific businesses especially for instance tourism, cultivating, agribusiness and so forth. Variables of a business ecological examination incorporate yet are not restricted to atmosphere, climate, geological area, worldwide changes in atmosphere, natural balances and so forth (Strauss, 2016)

Legal factor

These variables have both outer and inside sides. There are sure laws that influence the business condition in a specific nation while there are sure approaches that organizations keep up for themselves. Legitimate examination considers both of these edges and afterwards outlines the procedures in light of these enactments. For instance, purchaser laws, security measures, work laws and so forth.

Micro Environmental

It can define small scale environment that can affect to performance of company and helpful in decision making process in business entity. It is controllable by the management some time micro environment are same in business organization because in enterprise the government regulation will be same as well as competitors and potential customers for all the companies will also be smilier (Gummesson, 2011).

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Customers

In micro environment the customers is a individual person who is buy and sell goods and service from a particular business as well as coolest cooler.. In business process the customers in essential part to increase their performance as well as profitability with the help of buying products for personal use (How to define SMART marketing objective). The coolest cooler provide best products to their customers and get higher satisfaction by them of the customers are not satisfy company products and service which is create negative impact on organization. The company launch new products and service in market which goods and service which can evaluate customers needs and wants an provide according by them.

Competitors

It is a individual person who take similar part in same organization that can create same products and service in market to get higher profitability. In coolest cooler competitors can reduce product price in marketplace so that printability is also decrease. There are many competitor of the company product that create the company position and their market share and also define the best opportunity related to the coolest cooler (Verhoef, Reinartz and Krafft, 2010).

Government

This is the best part of the company that create rules and regulation and take best decision related to company product or services. In business administration the authorities make rules which has to be follow by the coolest cooler regarding lunching the new product in marketplace (Grönroos and Ravald, 2011).

Marketing objectives

Marketing objectives is the one of the best process which can define by the business at the tome of promoting new products and service in market as well as customers mind so that they can achieve effective goals and objectives to enhance productivity as well as profitability. It can be provide the right path to identify companies goals. In coolest cooler the marketing objectives can identify the needs of customers as well as service user it is essential process to identify the SMART approach:

Specific

Coolest cooler define marketing objectives which is specific that can help to evaluate appropriate target. The marketing objectives identify the manage of the coolest cooler to promote their product in market in best way so that the customers can easily buy and satisfy their needs. In business organization the manager can launching new product and he/ she know about marketing strategy to attain effective and best goals (Wu, Yeh and Hsiao, 2011).

Measurable

This is a essential element to measure the performance of coolest cooler so that they can also identify the marketing objectives in good manner. In this factor the manage have to measure employees performance in business in proper manner so that the business can run easily with achieve goals and objectives.

Achievable

In coolest cooler the manager have to identify goals and objectives which is achievable by them in appropriate manner. When coolest cooler make a marketing plan which is achievable by the company in effective way to increase their growth as well as profitability. Effective marketing goals and objectives can motivate their employees to do work effectively.

Realistic

In business organization the marketing objectives should be realistic and goals and objective are achievable in effective manner so that employees can motivate to done own work in appropriate manner (French, 2010.).

Timed

Coolest cooler have to set their goals and objectives in a particular time period. Manager of this company can use best strategies to achieve effective goals and objectives in a time period.

Conclusion

In the above mentioned report conclude micro and macro environment to get effective goals and objectives. The organization have to determine the situational analysis with the help of collecting specific information and take effective decision regarding the business activity. In this report the marketing plan should be effective and achievable to the organization so that they can improve their quality of the product in market and also satisfy customers needs according to their demand.

References

  • French, J., 2010. Social marketing and public health: Theory and practice. Oxford University Press.
  • Grönroos, C. and Ravald, A., 2011. Service as business logic: implications for value creation and marketing. Journal of Service Management.
  • Gummesson, E., 2011. Total relationship marketing. Routledge.
  • Kotler, P., 2011. Reinventing marketing to manage the environmental imperative. Journal of Marketing.
  • Kumar, V., 2015. Evolution of marketing as a discipline: What has happened and what to look out for. Journal of Marketing.
  • Lovelock, C., 2011. Services Marketing, 7/e. Pearson Education India.
  • Peloza, J. and Shang, J., 2011. How can corporate social responsibility activities create value for stakeholders? A systematic review. Journal of the academy of Marketing Science.
  • Pike, S., 2015. Destination marketing. Routledge.
  • Steward, M.D. and Lewis, B.R., 2010. A comprehensive analysis of marketing journal rankings. Journal of Marketing Education.
  • Strauss, J., 2016. E-marketing. Routledge.
  • Verhoef, P.C., Reinartz, W.J. and Krafft, M., 2010. Customer engagement as a new perspective in customer management. Journal of Service Research.
  • Wu, P.C., Yeh, G.Y.Y. and Hsiao, C.R., 2011. The effect of store image and service quality on brand image and purchase intention for private label brands. Australasian Marketing Journal (AMJ).
  • How to define SMART marketing objective.
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