Marketing Consulting Project

Current situation and marketing strategies for SEARS

The situation analysis should include in-depth discussion of the Customer, Company, Context, Collaborators, and Competitors (5Cs) as reviewed in the text. The situation analysis should begin with discussion of the company. A complete self-exam of the company, current mission, products and services offered, and strengths and weaknesses (as the first part of a SWOT analysis). The section on the Customer is particularly important, and students are encouraged to create a detailed description using demographic, geographic, and psychographic factors to describe the target consumer. Discussion of the consumer should include consumer decision-making (type of decision, consideration set, etc.), behavior, attitudes, perception, learning, memory, and motivation. The Context questions regarding trends in the economic, political, legal, technological and societal environments should be supported with secondary data regarding the current state, and projected future, of these environments. The Collaborators section should include networks of support functions such as suppliers and distributors. Secondary data should also support discussion of competitors and their strengths in the marketplace.