Chapter 3Situation Analysis
The preparation of a marketing strategy is not done in a vacuum. It is the result of a careful analysis of an organization’s current situation, from both internal and external perspectives. As such, situation analysis is the first step in building a marketing strategy. We will be breaking down situation analysis carefully in the next few pages, emphasizing the difference between internal and external analyses.
Internal analysis enables the company to identify its own strengths and weaknesses. Internal elements are those which the company has created and that it can control. These include existing processes, capabilities, and resources as well as the organization’s vision and business objective. Of specific interest ...
Get The Handbook of Marketing Strategy for Life Science Companies now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
