In this example, a PowerPoint slide is linked to an Excel spreadsheet.  Excel makes the calculations and creates all of the charts and data tables.  As the data is refined, changes to the spreadsheet are immediately reflected in the PowerPoint graphic.

Situational Analysis of a Potential New Market

Situational Analysis

Situational Analysis is the systematic collection and evaluation of economic, technical, political, and social data in order to:

1. Identify the internal and external forces that may influence an organization’s performance and choice of strategies.
   
2. Assess the organization’s current and future strengths, weaknesses, opportunities, and threats.
   

Companies must be able to summarize the opportunities and problems within their environment so they can understand their capabilities within a target market.

Information Design makes the results of a situational analysis available "at-a-glance" to all stakeholders so they can focus on making high quality tactical and strategic decisions based on the data. 

The example focuses on understanding the current state and trends for a potential new product sector for a company.  The assessment includes:

1. An estimate of the size and growth potential for the addressable portion of the market.
   
2. The relative size and growth rate of the different segments within the market.
   
3. The customer base.
   
4. The market share enjoyed by each of the companies currently serving this market.
   
5. The specific products available in each segment and their expected growth rate.
   
6. The alignment between the technical demands of each segment product and the company's capabilities.