Marketing situation analysis as a tool for strategic process of marketing managers

Helena Horáková () and Marie Švarcová ()
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Helena Horáková: University of South Bohemia in České Budějovice, České Budějovice, Czech Republic
Marie Švarcová: University of South Bohemia in České Budějovice, České Budějovice, Czech Republic

Marketing Science & Inspirations, 2015, vol. 10, issue 3, 29-38

Abstract: There are many changes in the world today. Changes that are more frequent, dynamic and less and less predictable. This all means that managers have to deal with situations which influence their companies’ market position and survival very strongly. Thus, it is necessary for them to understand well their marketing environment which is not possible without proper analyses, especially analyses of the marketing macro and micro environment. This paper specifically deals with the topic of such analyses and how they are being made by Czech managers and entrepreneurs. It also offers suggestions how to make these analyses in the Czech environment.

Keywords: marketing; marketing management; marketing planning; marketing situation analysis; internal analysis; external analysis; strengths; weaknesses; opportunities; threats (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:cub:journm:v:10:y:2015:i:3:p:29-38

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