Situational Analysis: Aesop

First Year University Project. The Project Brief: The first step in developing a strong market plan is to understand your current situation. Taking the brand that you were assigned for your group presentation, you are required to complete a detailed review of the brand and their current marketing environment. From this identify and critically discuss the key issues that may affect your brand and make recommendations for any new opportunities open to the brand. The ultimate objective is to understand: –What the business growth engines have been –What have been the success factors and barriers? –What have been the achievements and lessons learnt to date? –What are the big issues to address?