February, 2009    SAI-035

Remote control: understanding what drives your market

Writing a strategic marketing plan often begins with situation analysis – the examination of what is going on in the market. Typically, marketers spend more time looking at the task environment (customers, channels, competitors etc.) than the remote environment of social, legal, economic, political, and technological factors. This often leads to plans being written to suit yesterday’s market rather than today’s. Dr Brian Smith and Baba Awopetu discuss how to avoid this mistake by using SLEPT analysis in a structured and effective way.