Pen Segment: A Massive Market Opportunity
Situation Analysis
The essence of the situation analysis is taking stock of where the firm or product has been recent, where it is now, and where it is headed. The situation analysis is the first of three steps in the planning stage.
SWOT Analysis
The SWOT analysis is an effective shorthand summary of the situation analysis.
The acronym is used to describe an organization’s internal Strengths and Weaknesses and its external Opportunities and Threats. This analysis provides a solid foundation to identify subsequent actions in the marketing plan.
Industry Analysis
The industry analysis section should provide the backdrop for a more detailed analysis of the competition, the company, and the customer. An in-depth analysis will give both internal and external readers of the plan confidence in the company’s ability to understand its own industry.
c. Competitor Analysis
An effective analysis of the competition should demonstrate that the company has a realistic understanding of its major competitors and their marketing strategies. As in with the industry analysis, a realistic assessment makes readers feel confident that the marketing actions in the plan are well grounded.
Strengths |
Weaknesses |
|
| Internal Forces | • Modern pen with new features | • Brand image is not well known across the country |
| • Cheaper products | • Lack of distribution and sales networks | |
| • Strong promotion channels, e.g. social media platforms | • Inexperienced business units | |
| • Popularity and application across a broad age bracket | • The company has no mobile apps to boost our sales and promotion | |
Opportunities |
Threats |
|
| External Forces |
• Increased us...
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