The marketing plan must entail a situational analysis in order to analyse the current situation the company and the product is facing. This is based on the broad external marketing environment analysis in order to gain the macro-environment the product is facing. Mean while a SWOT analysis looks at the current position of the product and the company. These coupled with a competitor analysis helps them build a competitive advantage.
The broad external marketing environment analysis entails aspects like; demographics, economic, competitive, social cultural, political and legal as well and technological. Currently the demographics of Japan show that the population is high, therefore the company has a large customer base. Furthermore more and more Japanese are enjoying the taste of beer.
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