a. Based on the references below, briefly describe the concept "situational analysis" as it relates to conducting and macro environmental scan in the marketing environment.

1b. Identify a macro level analysis you would use to scan a business development firm and explain why you selected the analysis.

REFERENCES:

• Brnjs, Z. & Tripunoski, I. (2016). Situational analysis in the function of developing company competitive advantage. Entrepreneurship: Types, Current Trends and Future Perspectives, p. 134-153. Retrieved from http://ebooks.ien.bg.ac.rs/1168/1/eee_brnjas_tripunoski.pdf
• Investopedia (2019). Understanding porter's 5 forces vs. PESTLE analysis(2019). New York: Newstex. Retrieved from ProQuest Central
• Mose, A., & Syaifuddin. (2016). Analysis of Macro and Micro-Environment on the Marketing Strategy Formulation and the Influence to the Competitive Advantage (Case Study).Academy of Strategic Management Journal,15, 35-41.Retrieved from ProQuest Central
• Rastogi, N. & Trivedi, M. K. (2016). PESTLE techniqueA Tool to identify external risks in construction projects. International Research Journal of Engineering and Technology (IRJET), 3(1), 1-5. Retrieved from https://www.irjet.net/archives/V3/i1/IRJET-V3I165.pdf
• Visual Paradigm Online. (2020). Strategic Analysis with PESTLE & Porter's Five Forces Analysis. Retrieved from https://online.visual-paradigm.com/knowledge/strategic-tools/pestle-and-five-forces-analysis/

Videos:

• London Business Forum (2018). Philip Kotler: Marketing Strategy. [video file]. Retrieved from YouTube: https://www.youtube.com/watch?v=bilOOPuAvTY&t=127s (6:14)

Optional

• Aminosharieh, S., & Mowlaie, S. (2017). An investigation into individual and situational factors effective in the level of impulse buying behavior of customers. Journal of Ecophysiology and Occupational Health, 17(1), 68-71. Retrieved from ProQuest Central
• PESTLE Analysis. (2020). What is PESTLE Analysis? A Tool for Business Analysis. Retrieved from https://pestleanalysis.com/what-is-pestle-analysis/