The situation analysis should consist of a section on:
1. The Product Concept: Explain what the product/service is, its features and benefits, how it works, and its purpose (what need/want is it fulfilling). Note: This is the only section of this paper where your product is discussed. The other two sections entail analysis of the market as it exists prior to the introduction of your product.
2. The Current Marketing Situation including:
3. A Threats and Opportunities Analysis: the external threats and opportunities which will impact the industry the company is in. There should be at least one threat and one opportunity for each external environment. Just identify the threats and opportunities; do not discuss how your company/product will respond to them – that comes later.