Situational analysis

The process of analyzing the past and future situations facing an organization in order to identify problems and opportunities. Here an analysis is carried out to understand the company and its competitors on the basis of (1) Size and share of the total market, (2) Sales history, costs and profits, (3) Distribution practices, (4) Methods of selling, (5) Use of advertising, (6) Nature of product and demand, (7) Nature and types of various customer groups.