A situation analysis assesses the external and internal environments that affect marketing operations.

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A situation analysis is a critical step in developing a marketing plan. It involves evaluating both internal factors (such as company strengths and weaknesses) and external factors (such as market trends, competition, and regulatory forces) that could impact the success of marketing activities. This analysis helps marketers identify potential opportunities and threats, and develop strategies that can capitalize on or address these factors.

A Situation Analysis Assesses the External and Internal Environments That