Knowledge on the current marketing situation is a prerequisite for understanding how to do a market survey, how to do a market analysis, how to do a marketing plan, how to do a marketing report and finally, how to do a marketing presentation. To identify and analyze the current marketing situation, you have to undertake analytical work on a number of fronts. In marketing, as in many other areas of social interaction, three principal coordinating mechanisms can be identified: competition, cooperation, and control. Within any complex network of marketing activities, all three means of coordination are to be found, but for purposes of explanation and analysis you have to consider each mean separately.

How to do marketing analysis? Two kinds of location patterns are of particular importance in marketing analysis. One of these is the flow pattern, in which a collection of physical materials flows from an original supply source, through one or more locations in which some processing or other intermediate activity takes place, and finally to a location for end use. Marketing, transportation, and communication activities will grow up around this flow, and various enterprises will become linked along it as well. A second locational pattern is central-peripheral, in which an activity that originates at some central point is extended through a surrounding area to a peripheral boundary. The central-peripheral pattern describes a major wholesale center serving surrounding retail centers, a port serving a hinterland, a retail store serving a neighborhood, and so forth. Actual locational arrangements interweave these two basic patterns, and others as well, in adapting to the "pull" of supply and use centers, the pressure of costs, and the appearance of new locational alternatives. Location is such a paramount feature of marketing activity that it requires extensive and detailed consideration.

How to do a SWOT analysis? Wherever possible, do a marketing SWOT analysis under each strategy heading and subheading. The acronym is an abbreviation of Strengths, Weaknesses, Opportunities and Threats. The goal of the analysis is to identify critical strategic factors—and then to:

• Build on core strengths.
• Eliminate undermining weaknesses.
• Take quick advantage of significant opportunities.
• Circumnavigate or mitigate threats.

SWOT analysis is a tool and the analyses themselves don't need to appear in your strategy document unless there's a good reason for including them. However, threats revealed by a SWOT analysis should be carried forward to the Risk Register section of your strategy.

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