company – This is an analysis of the internal workings of the business or company, such as its goals and

objectives, be they short-term or long-term. It also takes a look at the organizational and corporate culture
in place, the company’s strengths and weaknesses, and its share in the market.

· Customer – This time, attention is focused on the customer, so this will look into customer
demographics, such as type, number, age, and so on. It will take an even deeper look, taking into account
the value drivers that make the customers act in a certain way. The analysis will also take a look at the
decision processes of customers.

· Competitor – Since competition is another important aspect of a business, there is also a need to
include them in the market situation analysis. The analysis will take a look at the market position of the
company and its shares, as compared to that of the competitors. It will also have to identify the strengths
and weaknesses of the competitors.

· Collaborators – Aside from the business and its competitors, there are other parties that also play a
crucial, though indirect, role in the business operations. They are the collaborators, and they include other
players such as distributors, suppliers, consultants, subsidiaries and joint ventures, to name a few.