This is part of a sport marketing project on a made up company that offers sport recovery and energy beverages- shakes, and bars. There is no name for this made up company yet, our target consumer population is the working adult (maybe you can draw on that for the name?) The portion of this project is to complete a Situation Analysis, the following are further instructions:
SITUATION ANALYSIS
The situation analysis is critical because you cannot plan without knowing where you are! In
this area you gather information (market research) from inside (internal) and outside (external)
about the company and market environment. This includes:
a. Economic Climate— ex. macro and micro conditions and interest rates and currency
fluctuations
b. Legal Environment— taxes, standards, licenses, free-trade agreements, trademarks,
patents, liability etc.
c. Demographics— changes and their potential effects on target markets
d. Demand trends— supply and demand for sport product
e. Product Life Cycle-where in the product life cycle is their current core product? Any
New Products being launched?
f. Technological trends— how is technology impacting/changing the sport company’s
products and market? Will it still be around in 5 years?
g. Competitor Analysis— who are key “direct” competitors to your company?-what
makes their products better? Who are “in-direct” competitors?
h. SWOT Analysis— Internal Strengths & Weaknesses /External Opportunities &
Threats –from your sport organizations perspective
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