MARKETING PLAN EXPLORER

Copyright 2002, Professor Jerome M. Katrichis

 

ITEM DESCRIPTION

 

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II. INTERNAL SITUATION ANALYSIS

 

        The internal situation analysis provides a description of what the organization currently is. It really details what the organization is about, what it has accomplished in the past, what it is currently trying to accomplish, and what resources it has to utilize in order to accomplish it.

       

        The internal situation analysis tends to provide constraints on the decision making that occurs later in the plan. It also provides value statements that will tend to provide many of the evaluative criteria useful in evaluating alternative courses of action.