Using tools for situational analysis

Various tools can be used, but especially in Performance Sportswear, several different perspectives should be recorded:

• Where technology allows you to be;
• How much the customer comprehends what you are able to do now;
• The business limitations of your current position;
• What you competitors are doing - either individually, or in reaction to your last move.

The fundamentals for this stage are being able to describe:

• How large the market is around you
• How much influence you have over that market
• Who controls that market
• What recent developments have happened

Most of the information can be found from other players or secondary research sources. Precise answers are not necessary, general trends are important. Knowing the cultural relevance aids the facts; often there are good reasons why the route which is obvious to you has not been followed before. Being able to describe this position succinctly will aid working within a business team. e.g. Why outdoor jackets traditionally have black shoulder patches.