ABSTRACT
A properly constructed situation analysis should provide people with the necessary information and insights to construct a communication plan that will meet the brand and marketing objectives. The situation analysis is typically called a SWOT analysis. SWOT stands for strengths, weaknesses, opportunities, and threats. Putting SWOT is important to construct a SWOT analysis with a clear goal in mind. The key to an effective SWOT analysis is thinking about how each item will either help or hurt the brand's cause. For the development of a SWOT analysis for an integrated marketing communication plan, one should identify marketing elements and communication elements that can influence the brand. Additionally, it takes into account brand perceptions by the consumer and other perceptual items related to the brand. Marketing elements include distribution, pricing, and product comparisons between the brand and each of its competitors. Communication elements include message, copy platforms, and communication outlet comparisons between the brand and each of its competitors.
