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46 CHAPTER 2 Marketing Strategy
Situational Assessment
The situational assessment is an analysis of the organization’s environment and of the
organization itself. This process is referred to as the SWOT analysis (so named be-
cause it examines the Strengths and Weaknesses of the or
ganization, as well as the
Opportunities and Threats relevant to the organization’s future strategy).
One aspect of this SWOT analysis involves assessing the environment. It is at this
stage in the process where the organization must consider the economic, competitive,
regulatory, social, and technological changes occurring in the marketplace. Scanning
Source: From www.vanderbilthealth.com/integrativehealth. Reproduced by permission of Vanderbilt University Medical Center.
Integrative Health Center
Exhibit 2-2
83334_CH02_5713.qxd 8/19/10 12:22 PM Page 46
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