You are required to conduct a situation analysis based on either an existing company of your choice or a company of your own creation. The company should be involved in manufacturing (or processing) and marketing in any one of the following product categories:-dairy products; spreads (e.g. butter, margarine, jam); canned foods; tooth pastes/ tooth gels; washing powders; and beer, wine & spirits.
Once you have made your selection of one product category from the ones given above, you should go on to choose any existing company that manufactures (or processes) and markets such products (or create one of your own liking), and then conduct a situation analysis for either the company as a whole (e.g. all product lines / the entire offering range), or for a single product line, or for a single brand/product. Therefore, you have to use your discretion to decide what works best for you.
The background that sets the stage for the analysis you will conduct is as follows:- Due to changes that are continuously taking place in the marketing environment, the company needs to reassess its product portfolio and entire marketing situation in order to enable it to put in place marketing strategies that will ensure that the company remains competitive. This reassessment falls into the planning cycle of the company and is to be done as part and parcel of the annual marketing planning process. The task is to undertake a strategic analysis of the current situation, and this analysis should end up with the development of a strategic focus.
The main issues expected to be covered in this analysis are:
â— Internal environment
â— External environment
â— SWOT analysis
â— TOWS matrix (SWOT matrix) and the development of capabilities and competitive advantage(s).
â— Strategic focus (covering overall strategic focus and description of the strategic focus using a strategy canvas)
The question belongs to Marketing and it discusses about situation analysis of either an existing company or a fictitious company. The company should be involved in manufacturing or processing and should be marketing products such as canned foods, tooth pastes, tooth gels, washing powder, etc. An example of Nestle Foods has been taken here.
Total Word Count 3309