Your task now is to develop a situation analysis report for the enterprise or organisation that you selected for your project brief (Assessment 1). The situation analysis report will make up the first half of your completed marketing plan (Assessment 3). Required length of the situation analysis report is 1,500 Your situation analysis report will need to address the following criteria: 1. Structural components – Title page, Table of Contents, Table of Figures & Tables, Reference List, Appendices (where appropriate), and referenced according to APA referencing requirements (See the APA Guide provided in Moodle). 2. An executive summary – of the report’s findings and key recommendations. 3. An introduction – provide a brief introduction/overview of your enterprise or organisation, the aims of the report and the structure of the report. 4. Internal Analysis – factors within the enterprise or organisation such as its resources, competencies, and competitive advantages currently considered strengths and weaknesses. 5. External Environment analysis – this is the PESTN analysis; includes a focused discussion of the political, economic, sociocultural issues (trends), technological and natural environments associated with the enterprise’s or organisation’s market environments. Consider shifts in market activity and identify possible current or future opportunities or threats. 6. A detailed customer analysis – include target market segmentation (demographics, psychographics, and so forth). Look at the basis of transactions and exchanges with the firm. Who buys, where, when and how, what is bought, to what level, and reasons for purchase. Do purchases relate to discretionary spending or not? Identify any opportunities or threats such as changes in customer demographics. 7. A detailed competitor analysis – identify local, direct and indirect competition. Determine relative (or estimated) market share for your principal competitors. Identify the basis of competition. Develop a matrix where possible to compare the features and benefits of products/product lines between your selected entity and at least 3 primary (main) competitors. Again, identify any opportunities or threats such as changes in competitors, new competition, changes in market share. 8. A SWOT analysis – briefly and concisely summarise the strengths and weaknesses from within the enterprise or organisation and any opportunities and threats from the external environment, competitor and customer analyses. Make sure that your SWOT analysis is reflective of previous sections of the report, i.e. internal, external, customer and competitors analyses.