Here we present some key aspects for the research and development of a marketing situation analysis and how it is a part of an integrated marketing communications plan and strategy.  This type of analytical research for your business is particularly important if you are seeking business funding, or are a  second stage funded business and you need to address a comprehensive marketing segment for your business plan.

Internet Marketing, Social Media and E-Commerce components can and should be included in business plans,  and in your case analysis and marketing situation analysis.  Marketing Situation Analysis reporting is especially recommended for firms undergoing branding and product changes.

Key Components of a Marketing Situation Analysis:

Company and Product History
SWOT Summary
Company/Product Marketing History
Product Evaluation (SWOT)
Consumer Evaluation
Market Share
Sales
Demographics, Psychographics
Product Information
Competitor Evaluation
Advertising and SWOT analysis
From this, your IMC Plan, Objectives and Strategy are Developed.  These involve:

Marketing Goals
Strategic Focus and campaign focus
Alignment with objectives
Relations with other product and services
Target Market
Communications Objectives
Communications Objectives
Quantitative and Qualitative Objectives
Creative Strategy and Concepts
Media Objectives and Strategy
Reach, Frequency & Timing, consumer aperture and population base
Strategy for media channels to be employed
Budgetary aspects