Situation analysis seeks to answer two general questions: What is the retailer's current status? In which direction should it be heading?

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Situation analysis typically involves assessing the current state of the retailer in order to identify strengths, weaknesses, opportunities, and threats. This information is then used to develop recommendations for future direction or strategy. Therefore, the two general questions of situation analysis are typically "what is the current status?" and "where should the retailer be heading?"

Situation Analysis Seeks to Answer Two General Questions: What Is