A Marketing Situation Analysis Project should include the following:

1. Background

- Brief introduction and history of your brand and its parent company

- 5 year trend of sales and profits for the industry, and for your brand, by year (tip:

present data in tables)

-Macro environmental factors impacting your brand and its industry (tip: all the

factors we learned in class apply)

- Market share for the brand and 2-3 key competitors for the most recent year

2. Product

- Product life cycle stage for the brand (based on the historical industry data above)

- Type of product

- Product strategy used

3. Price

- Price range of your brand

- Competitive pricing for 2-3 key competitors (tips: use common units, also, present in a table)

- Marketplace environment

- Pricing objective

- Pricing strategy

4. Place

- Number of locations (tip: include headquarters, manufacturing sites, and locations where your brand is sold)

- Channel structure diagram

- Channel captain

- Type of power used

- Distribution strategy

5. Promotion

- Positioning statement

- Positioning map (tip: include category motivators and plot positions for your brand and 2-3 competitors)

- Promotion objective

- Promotion strategy

- Promotion tools used

6. What would you do differently?

- Present a discussion of how you would alter the situation described above to improve the Marketing effectiveness of the brand.