Situation Analysis _ This is the current state of your business. It is where the question of why you are in business is answered. What products do you offer? What problem are you trying to solve? Also, how is your business different than others? The situation analysis is a look at the inner_workings of your business to identify product and service offerings, differences, and the main reason why you exist. Business owners can build a firm foundation for their mission and vision statement with this information and are better able to communicate their value to customers.
Therefore, a marketing plan, according to Kotler, is a "written document, which includes the objectives, strategies and action plans regarding the elements of the marketing mix which facilitate and enable compliance with the strategy dictated at the corporate level".