Assume that you are the product/brand manager for Estee Lauder makeup. Your marketing team is now developing the marketing plan for 2014, and you have been assigned to conduct hte critical situation analysis for the brand/product. A situation analysis of the current marketing conditions confronting your product or service is the foundation upon which an effective marketing plan will be built. What you do is very important as the data will be used to establish objectives and strategies for your brand/product. Without good data/information supplied by you at the front end, it is certain that the resulting marketing plan will be worthless.
I need the environmental scan and SWOT analysis. Start with company's annual report.