A situation analysis is a detailed description of a brand's current marketing situation. A SWOT analysis draws upon facts contained in the situation analysis to determine the strengths, weaknesses, opportunities, and threats to the brand, product, or company. A sample outline for completing the Situation and SWOT Analysis follows. The Situation and SWOT Analysis essentially presents all the facts relevant for planning a marketing strategy and is an essential ingredient in any IMC plan.

My situation analysis below (Could you please expand on this, thank you)

ESPN is a main international sports activities media employer that gives a wide range of content material throughout a couple of platforms, which include television, online, and mobile. The business enterprise has a strong logo popularity and a faithful following of sports activities lovers. However, ESPN is dealing with increasing competition from new virtual entrants and is also suffering with declining cable subscriptions.

Developing the Situation and SWOT Analysis

Following is a framework from Arens and Weigold (2021) to use for your Situation and SWOT Analysis. This will help you determine the information necessary to complete the analysis and create-an assessment of the brand's current situation. Note: This is meant to be a guide and not an absolute. Some aspects will apply to your assignment; others may not. There may be other things you uncover in your research that will be noteworthy, so include them. Again, this is not an absolute, and you'll need to research and think critically about what to include and exclude.

Executive Summary

This is a page or two with several short paragraphs summarizing your overall communications plan. This is where you provide an overview of your situation analysis. What are the high-level findings or observations? Keep in mind that the executive summary presents the reader with an essence of the report, so it should focus on the most important information without delving much into minor details. More importantly, it should be interesting enough to compel the reader to go through the complete document.

The Industry

• Companies in industry: Dollar sales, strengths
• Growth patterns within industry: Primary demand curve, per capita consumption, growth potential
• History of industry: Trends, technological advances
• Characteristics of industry: Distribution patterns, industry control, promotional activity geographic characteristics, profit patterns

The Company

• The company story: History, size, growth, profitability, scope of business, competence, reputation, strengths, weaknesses

The Product or Service

• The product story: Development, quality, design, description, packaging, price structure, users, reputation, strengths, weaknesses
• Product sales features: Exclusive and nonexclusive differentiating qualities, competitive position
• Product research: Technological breakthroughs, improvements planned

Sales History

• Sales and sales costs: By product, model, sales districts
• Profit history

Share of Market

• Sales history industrywide: Share of market in dollars and unit
• Market potential: industry trends, company trends, demand trends

The Market

• Who and where is the market? How was the market segmented? How can it be segmented? What are consumer needs, attitudes, and characteristics? How, why, when, where do consumers buy?
• Past IMC appeals: Successful or unsuccessful
• Who are our customers? Past and future? What characteristics do they have in common? What do they like about our product? What don't they like?

Distribution

• History and evaluation: How and where product is distributed, current trend
• Company's relationship with the distribution channel and its attitudes toward product/company
• Past policies: Trade advertising, deals, co-op programs
• Status: Trade literature, dealer promotions, point-of-purchase displays

Pricing Policies

• Price history: Trends, relationship to needs of buyers, competitive price situation
• Past price objectives: Management attitudes, buyer attitudes, channel attitudes

Competition

• Who is the competition? Primary, secondary, share of market, products, services, goals, attitudes. What is competition's growth history and size?
• Strength and competition: Sales features, product quality size, weaknesses of companies
• Marketing activities of the competition: Advertising, promotion, distribution, sales force, estimated budget.

Promotion

• Successes and failures: Past promotion policy, sales force, advertising, publicity
• Promotion expenditures: History, budget emphasis, relation to competition, trend
• IMC programs: Review strategies, themes, campaigns (across all paid/owned/earned)
• Sales force: Size, scope, ability, cost/sale