{"id":3414,"date":"2021-01-25T16:01:00","date_gmt":"2021-01-25T15:01:00","guid":{"rendered":"https:\/\/svaerm.com\/?p=3414"},"modified":"2023-07-18T12:35:20","modified_gmt":"2023-07-18T10:35:20","slug":"situation-analysis","status":"publish","type":"post","link":"https:\/\/svaerm.com\/en\/blog\/situation-analysis\/","title":{"rendered":"How do I perform a situation analysis?"},"content":{"rendered":"\n<p>Situation analysis looks at all relevant aspects of an enterprise from an internal business management perspective as well as from an external market-related perspective. It is a strategic tool that is used in marketing to review an enterprise\u2019s current situation, strengths and weaknesses, opportunities and threats.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">What is situation analysis used for?<\/h2>\n\n\n\n<p>In marketing theory, it often forms the introduction to enterprise-specific research papers or student essays. In marketing practice, it is used as the basis for concept development or for preparing for the acquisition of new corporate customers.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">What are the elements of an effective situation analysis?<\/h2>\n\n\n\n<p>An effective situation analysis is characterized by a logical structure and a proper scientific approach:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Analysis of <strong>C<\/strong>ompany<\/li><li>Analysis of <strong>C<\/strong>ompetitors<\/li><li>Analysis of <strong>C<\/strong>ustomers<\/li><li>Analysis of <strong>C<\/strong>ollaborators<\/li><li>Analysis of <strong>C<\/strong>ontext<\/li><\/ul>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"675\" src=\"https:\/\/svaerm.com\/wp-content\/uploads\/2021\/03\/svaerm-online-marketing-agency-situation-analysis-5c.png\" alt=\"A 5C analysis schematic\" class=\"wp-image-3421\" srcset=\"https:\/\/svaerm.com\/wp-content\/uploads\/2021\/03\/svaerm-online-marketing-agency-situation-analysis-5c.png 1200w, https:\/\/svaerm.com\/wp-content\/uploads\/2021\/03\/svaerm-online-marketing-agency-situation-analysis-5c-768x432.png 768w\" sizes=\"auto, (max-width: 1200px) 100vw, 1200px\" \/><\/figure>\n\n\n\n<p>This aim of a <strong>5C analysis<\/strong> is to deliver complete and comprehensible results (i.e. under the same conditions, the results would be able to be reproduced by other analysts using the same framework).<\/p>\n\n\n\n<p>If more detail is needed, there can also be a complete analysis of the enterprise\u2019s Communication channels (\u201c6C analysis\u201d).<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">More effective situation analysis with PESTELE und TOWS<\/h2>\n\n\n\n<p>There is a structured process for analysis of the Context: The first step is analysis using the <strong>PESTLE framework<\/strong> followed by a <strong>TOWS analysis<\/strong>, an extension of the classic SWOT analysis.<\/p>\n\n\n\n<p>The PESTLE analysis consists of the following factors:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>P<\/strong>olitical<\/li><li><strong>E<\/strong>conomic<\/li><li><strong>S<\/strong>ocial<\/li><li><strong>T<\/strong>echnological<\/li><li><strong>L<\/strong>egal<\/li><li><strong>E<\/strong>nvironmental<\/li><\/ul>\n\n\n\n<p>An additional Ethical factor is often incorporated in the analysis. This is then known by the acronym PESTLE(E) \u2013 or more simply: STEEPLE.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"675\" src=\"https:\/\/svaerm.com\/wp-content\/uploads\/2021\/03\/svaerm-online-marketing-agency-situation-analysis-steeple.png\" alt=\"A STEEPLE analysis schematic\" class=\"wp-image-3422\" srcset=\"https:\/\/svaerm.com\/wp-content\/uploads\/2021\/03\/svaerm-online-marketing-agency-situation-analysis-steeple.png 1200w, https:\/\/svaerm.com\/wp-content\/uploads\/2021\/03\/svaerm-online-marketing-agency-situation-analysis-steeple-768x432.png 768w\" sizes=\"auto, (max-width: 1200px) 100vw, 1200px\" \/><\/figure>\n\n\n\n<p>The TOWS matrix comprises the following overlapping areas:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>SO<\/strong>: Strengths \/ Opportunities<\/li><li><strong>WO<\/strong>: Weaknesses \/ Opportunities<\/li><li><strong>ST<\/strong>: Strengths \/ Threats<\/li><li><strong>WT<\/strong>: Weaknesses \/ Threats<\/li><\/ul>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"675\" src=\"https:\/\/svaerm.com\/wp-content\/uploads\/2021\/04\/svaerm-online-marketing-situation-analysis-tows-matrix.png\" alt=\"A schematic showing the overlapping fields of a TOWS matrix\" class=\"wp-image-3520\" srcset=\"https:\/\/svaerm.com\/wp-content\/uploads\/2021\/04\/svaerm-online-marketing-situation-analysis-tows-matrix.png 1200w, https:\/\/svaerm.com\/wp-content\/uploads\/2021\/04\/svaerm-online-marketing-situation-analysis-tows-matrix-768x432.png 768w\" sizes=\"auto, (max-width: 1200px) 100vw, 1200px\" \/><\/figure>\n\n\n\n<p>Whereas the SWOT analysis looks at the strengths, weaknesses, opportunities and threats individually, the TOWS matrix views them in relation to each other. This makes TOWS a more meaningful tool than SWOT.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Situation analysis completed \u2013 what next?<\/h2>\n\n\n\n<p>In marketing theory, a situation analysis forms the perfect introduction to the main part of the research paper or student essay, which then undertakes a conceptual and strategic investigation of the topic based on the results of the analysis.<\/p>\n\n\n\n<p>In marketing practice, once the situation analysis has been completed, the phase of strategic concept development \u2013 or meetings with prospective customers \u2013 can begin. In terms of concept development, the situation analysis provides an overall picture with multilateral points of reference. In terms of the acquisition of prospective customers, it is advisable to pick out individual significant results in order to keep the entry point for the initial discussion clear and to illustrate the need for it.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Contact for business<\/h2>\n\n\n\n<p>Are you looking for a marketing agency that works strategically and holistically, overseeing your company&#8217;s marketing situation? Then learn more about our <a href=\"https:\/\/svaerm.com\/en\/full-service-agency\/\" target=\"_blank\" rel=\"noreferrer noopener\">full-service offering<\/a> or contact us. After receiving your initial written inquiry, we&#8217;ll be happy to consult you via phone, too.<\/p>\n\n\n\n<noscript class=\"ninja-forms-noscript-message\">\n\tNotice: JavaScript is required for this content.<\/noscript>\n<div id=\"nf-form-57-cont\" class=\"nf-form-cont\" aria-live=\"polite\" aria-labelledby=\"nf-form-title-57\" aria-describedby=\"nf-form-errors-57\" role=\"form\">\n\n    <div class=\"nf-loading-spinner\"><\/div>\n\n<\/div>\n        <!-- That data is being printed as a workaround to page builders reordering the order of the scripts loaded-->\n        <script>var formDisplay=1;var nfForms=nfForms||[];var form=[];form.id='57';form.settings={\"objectType\":\"Form Setting\",\"editActive\":true,\"title\":\"Kontaktformular Situationsanalyse EN\",\"created_at\":\"2016-04-18 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       \n\n\n\n<div style=\"height:200px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Sources: Marketing Management in Japan, Marketing Communications &amp; Penetrating the Japanese Market; Study Module at <a href=\"https:\/\/english.rikkyo.ac.jp\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Rikkyo University<\/a>, Tokyo<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Situation analysis in the sphere of marketing looks at enterprises holistically from an internal and external viewpoint. \u2713 5C \u2713 PESTLE \u2713 TOWS<\/p>\n<p><a href=\"https:\/\/svaerm.com\/en\/blog\/situation-analysis\/\" class=\"more-link\">Read more<\/a><\/p>\n","protected":false},"author":2,"featured_media":3423,"comment_status":"closed","ping_status":"open","sticky":false,"template":"single_blog.php","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[18],"tags":[],"class_list":["post-3414","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>[Guide] Situation Analysis in Marketing \u2013 svaerm Frankfurt<\/title>\n<meta name=\"description\" content=\"Situation analysis in the sphere of marketing looks at enterprises holistically from an internal and external viewpoint. \u2713 5C \u2713 PESTLE \u2713 TOWS\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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