Write a Situation Analysis on behalf of the client for the class this semester. The Situation Analysis must include a thorough assessment for each of the areas outlined below. Be sure to embed source citations within the situation analysis (see the Situation Analysis example).
Situation Analysis Requirements
The following components of a Situation Analysis must be included:
Overview: What is the problem faced by the client that they wish to solve, or the opportunity they want to leverage?
Client Analysis: What is the client’s background? When/how/why were founded, what do they do, where are their operations? What are their strengths, weaknesses, opportunities and threats?
Key Public/Target Audience Analysis: What key insights and psychographic/demographic data are available about the key public? What are their values, beliefs, experiences, communication preferences, needs, experiences, etc.?
Issue Analysis or Industry Analysis: What is the issue the client seeks to address? Provide background, context and any relevant contemporary data. What are trends and best practices for the industry or addressing the issue?
Competitor Analysis: Who are the competitors? What are their strengths, weaknesses, opportunities and threats?
Media Analysis: What is the nature of previous media coverage about the client, the industry and the competitors? What conclusions can you draw? For example, has the client received little or no coverage? Has all the media coverage about the industry been focused primarily in print media outlets vs. broadcast? etc.
Social Media Analysis: What forms of social media does the client use and how effectively do they use those platforms? Does their social media usage deserve a grade of “A” or “F”? What forms of social media does the client use and how effectively do they use those platforms? What social media platforms would be a good fit for the particular client (where should they be and where do they not need to be)?
Other Requirements:
The situation analysis must include a CLEARLY STATED summary of the problem to be addressed or the opportunity to be leveraged by the client, based on conclusions drawn from the findings in the situation analysis.
The submission MUST include research from sources/tools highlighted during the presentation by the UTA librarian and can include research from other sources such as trade reports from industry associations. A minimum of 5 research sources MUST be utilized (cited), including at least 2 Case Studies.
Students are required to use the following databases as part of the research process: WARC and/or Business Source Complete, Simply Analytics, iPoll, PEW Research Center. Other suggested but not required sources include Communication & Mass Media Complete, Data.gov and/or Fort Worth Open Data Portal.
