Q Using the strategic business unit (SBU) that you chose in the previous lesson, conduct a situational analysis. You will use this information to identify situational variables that should influence the development of your marketing plan—and, ultimately, its success. You will then develop a SWOT (strengths, weaknesses, opportunities, and threats) analysis using this information. Step 1: PESTLE As in the individual assignment you completed, you will use the PESTLE factors to examine the marketing environment. For each factor, be sure to provide specific information relevant to the SBU that you have chosen. You are required to use at least one quality source for every factor, but you can expect to use more than one in some cases. Any factor discussion devoid of a quality source will receive no credit. Remember to focus on information as specific and as relevant to your SBU as possible. Avoid vague or very broad generalizations that may not be as important. View this from the organization's perspective, making sure that you’re covering any environmental factors that may impact the SBU either positively or negatively. Step 2: Competitive Analysis Now, conduct a competitive analysis. Identify two to three direct competitors or significant indirect competitors for the SBU you that you have selected. For each competitor, identify the following things in a few paragraphs: 1. o the relative strengths of this competitor • o the relative weaknesses of this competitor • o why consumers seek out this company ? Consider points of differentiation or any competitive advantages you believe this competitor possesses.