Situational Analysis of Excelsior Clothing

Running head: SITUATIONAL ANALYSIS
SITUATIONAL ANALYSIS
Name of the Student
Name of the University
Author Note

1SITUATIONAL ANALYSIS
Executive Summary
The discussion in the report is based on the case study that is related to an organization
named Excelsior Clothing. The internal and external environment based factors of the
organization have been analysed in the report in detail. On the other hand, the customers and
competitive environment of the company has also been discussed in detail. The report has
also been able to provide an analysis based on different factors that can further help in
formation of different objectives for the future operations of the company. The future
operations of the company are mainly based on the two major objectives that have been set
after analysis of the environment.

2SITUATIONAL ANALYSIS
Table of Contents
1. Introduction................................................................................................................2
2. External review..........................................................................................................3
Industry review...........................................................................................................3
External factors..........................................................................................................4
Customer analysis......................................................................................................5
Competitor analysis....................................................................................................7
3. Internal review...........................................................................................................8
Opportunities and threats...........................................................................................8
Strengths and Weaknesses.........................................................................................9
4. Conclusion................................................................................................................10
5. References................................................................................................................11

3SITUATIONAL ANALYSIS
1. Introduction
The external environment and industry in which an organization operates has an
impact on the levels of profitability and the revenues as well. The strategies that are
developed by the organization and the decision making based process is also affected by the
factors that are related to internal and external environment analysis. The internal
environment based factors of the organization can play a major role in the ways by which
different strategies can be developed in order to operate in a profitable manner (Anić, Mihić
& Kursan Milaković, 2018).
The report will be based on the case study of a clothing based organization named
Excelsior Clothing that has its origins in Auckland. The organization has recently started
selling the products to general consumers with the help of its website. Different products that
are offered by the organization to its customers include, tops, blouses, trousers, skirts and
jumpers. Various product lines that are offered by the organization are mainly based on retail
lines and different exclusive lines as well. The division of the organization that has been
considered for analysis is “Great Walking” (Barringer, 2015).
A marketing plan will be developed for the organization based on the case study that
has been provided and the external and internal environment analysis. The competitors and
customers of the organization will also be analysed in the report in detail. The competitive
advantage that can be developed by the organization in the fashion retail industry with the
help of its opportunities and strengths will be analysed in the report in detail. The situational
analysis based factors can help in the proper development of strategies of the company.