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The second part of your e-marketing plan is a situational analysis and an e-marketing strategic plan. As a reminder, the creation of an e-marketing plan can be viewed on pages 58–67 of the textbook. The situational analysis should include the components listed below (refer to page 60 for an example).
Include an introduction.
Provide a strengths, weaknesses, opportunities, and threats (SWOT) analysis, including a chart and explanation of each element.
Include an analysis of the external changes that will affect your company, including political, economic, sociocultural, and technological (PEST) factors.
Determine segmentation criteria that would apply to your company.
Identify the target market.
Include a positioning statement.