How to Write a Current Business Situation

A current business situation, or marketing situation, is a section included in a marketing plan. A marketing plan covers at least one year of company information and may take months to write. It describes a description of the company, the marketing plans in place and goals for the future. It also states the company’s mission statement. The current business situation is one section in the plan describing the company’s current state of market.

Write in the location. The location is the first aspect of a current business situation. The location includes the company’s current or planned location where the business will operate. If a location has not been chosen yet, options of locations are listed along with criteria to use when choosing the location. Any negative aspects of the location should be listed; however, it is important to turn each negative around by showing how the aspect will work for your business.
Identify your company’s services or products. The services and products offered by your company should be listed emphasizing how these products and services are differentiated apart from other products on the market.

State your company’s target market, the group of people your company is targeting through marketing strategies. This is an explanation of what type of people buy or use your products and services. This should include the target market in terms of population, demographics and income levels. Describe the dollar amount of this market as well as a brief description of the company’s sales and distribution procedures.

Identify your company’s competitors. The next part of this section outlines the competitive environment surrounding your company. It lists each competitor and a brief description of each company’s goods and services. In this section of the marketing plan, a current business situation also may list what sets this company apart from its competitors.
List any threats and opportunities to your company's market. This describes any good or bad implications of the market because of various factors, including the economy and trends. List trends that are beneficial to your company and ones that are not. If there are any negatives, list how they will be overcome.

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