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

Author

Listed:
  • 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)

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.

Suggested Citation

  • Helena Horáková & Marie Švarcová, 2015. "Marketing situation analysis as a tool for strategic process of marketing managers," Marketing Science & Inspirations, Comenius University in Bratislava, Faculty of Management, vol. 10(3), pages 29-38.
    • Handle: RePEc:cub:journm:v:10:y:2015:i:3:p:29-38
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    File URL: https://msijournal.com/marketingova-situacni-analyza-ve-sluzbach/
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    More about this item

    Keywords

    marketing; marketing management; marketing planning; marketing situation analysis; internal analysis; external analysis; strengths; weaknesses; opportunities; threats;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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