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A situation overview addresses trends, perceptions, attributes, competition and opportunities discovered during the research process. It organizes the information gathered into a format from which we:
- Determine strengths to capitalize on as well as areas of weakness that need improving;
- Identify new products, services and markets to accommodate changing needs;
- Develop market profiles;
- Identify ways to keep employees motivated and selling;
- Enhance image with customers and determine how to maintain loyalty;
- Develop external marketing strategies; and
- Enhance competitiveness in order to build business.
These research-based conclusions are then incorporated into a strategic marketing plan.
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