Conduct a situational analysis (environmental scan) and SWOT analysis, identify the product offerings, keys to success, and any critical issues your business currently faces, including COVID.

Marketing Management

Required Sources: Kotler, P., & Keller, K. (2016). Marketing Management. (15th ed.). Boston, MA: Prentice Hall.

This week you will review the environment your organization operates in. Conduct a situational analysis (environmental scan) and SWOT analysis, identify the product offerings, keys to success, and any critical issues your business currently faces, including COVID. This completes section 2 of your marketing plan.

There are 2 sample marketing plans in the text. The first plan is for Pegasus Sports on pages 61-65, and the second plan is for Sonic on A1-A12. There is an example of an environmental scan and a template posted in Moodle to help you.

• HOW TO SHAPE THE PAPER
• Unless otherwise noted, papers will be typed using 12-point, Times New Roman, double spaced, with (R&L) 1 inch margins. Standard format is to use the introduction, main concepts, and summary/conclusion. Make sure information flows, is sequential, and is formatted properly per APA Guidelines. Your final plan is to be written in outline format.