E-Marketing Plan: Part II 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 page

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Columbia Southern University

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Note: This is a template for your E-Marketing Plan: Part II. The italicized areas are for instructional purposes only and should not be included in your document.

Your Title

Situation Analysis

This is an introduction to the situation analysis and should include the importance of the analysis and an overview of this paper.

SWOT Analysis

• Strengths – Strengths are INTERNAL (e.g., well-trained employees, solid financial position, recognized in the community).

• Weaknesses – Weaknesses are INTERNAL (e.g., lack of trained employees, poor financial position, new to the community).

• Opportunities – Opportunities are EXTERNAL (e.g., high unemployment provides a large pool of potential employees; there is a strong demand for your product, so there is an increased interest in shopping online).

• Threats – Threats are EXTERNAL (e.g., downturn in the economy reduces the discretionary income of customers, increased fear by consumers concerning data breaches, strong competition).

External Changes

Discuss how each of these external forces might affect your company. Not all of them may be a factor; however, if that is the case, explain why.

• Political

• Economic

• Sociocultural

• Technological

Segmentation Criteria

What are the criteria that you are using to identify your target market? Why have you chosen these criteria? How do they relate to your product?

Target Market

Include a summary of your target market based on the previously discussed segmentation criteria.

Positioning Statement

What is the positioning statement of your company? A positioning statement is the desired perception of your company/brand by the consumer in relation to the competition. See page 61 of the textbook.

References

The References page is a separate page at the end of the document. The Citation Guide, which is provided in the Student Resources tab within Blackboard, can help with the proper APA guidelines. Everything on the References page must be cited in the body of the paper, and everything cited in the paper must be on the references page.