Memo Situational Analysis
You will analyze the situation for the Women's Bean Project (WBP). You will do this taking into consideration the primary goals for this quarter rather than for the organization as a whole. This includes understanding the broader context and climate in which WBP conducts its business and will be working toward its goals. Worksheet #1 will help with this. You will analyze the organization, including the internal and external environment. Worksheet #2 will help with this. You will conduct primary informal research and gather secondary formal and informal research to examine the situation for your organization and report an executive summary of your findings in memo format. Your analysis needs to include the following:
Background statement - A statement about WBP to put the plan in context. This statement should be brief (3-4 paragraphs) and include the organization’s mission and vision statements. Whether the organization is a 501 (c) 3 or 4 When and how the organization was established and what is its scope of activities
A list of some recent accomplishments by WBP.
A list of WBP’s business goals or objectives in relation to the current issue at hand. (these can be derived from their mission and vision as well as more formally written goals or objectives given to you from WBP)
A list of policy decisions, issues or business strategies the organization has taken, will take, or must consider in the coming months or year (in relation to the current issue at hand).
A list of other situations facing the organization. What trends matter to its publics and/or affect its mission? What opportunities or challenges do they pose? Again, in relation to the current issue at hand
A priority of pressing issues to be addressed in the coming year with supporting evidence from your research.
A list of the known internal (employees, volunteers, board members, etc.) and external publics for the organization (peer organizations, media, customers, donors, etc.). (List categories of publics not individual people)
A list of the internal and external perceptions about WBP and about the issue at hand
A list of positive and negative ways the organization is viewed from the outside. (Be sure to include the perceptions of all external publics listed above. Also, in your examination of external perceptions you may realize there are additional external publics that need to be added to your list, so be sure to add them.) Do whatever informal research is necessary to determine how external publics perceive the organization. How are its relationships? If you are unable to determine how an external public perceives the organization, then say unknown, explain why it is unknown and list how the organization might find out this information. Think about this in terms of their overall reputation and their place within the current issue at hand
A list of positive and negative ways WBP is viewed from the inside. (Be sure to include the perceptions of all internal publics listed above. Also, in your examination of internal perceptions you may realize there are additional internal publics that need to be added to your list, so be sure to add them.) Do whatever informal research is necessary to determine how internal publics perceive the organization. If you are unable to determine how an internal public perceives the organization, then say unknown, explain why it is unknown and list how the organization might find out this information. Think about this in terms of their overall reputation and their place within the current issue at hand
A list of opportunities to relay information from or about the organization and the issue that do not come up as a result of the examination of all of the above.
A SWOT analysis of WBP for achieving the goals central to this quarter's project – your research should provide you with the evidence you need for determining the core Strengths and Weaknesses of your organization in conducting its mission as well the external Opportunities and Threats (challenges) the organization needs to consider.
A final statement listing the most important problems and or opportunities facing the organization and the likely consequences if not resolved or realized.
Memo Format and Style:
The memo should be 4-5 pages, double spaced, 12 Times New Roman, normal margins
A professional memo begins with a header stating the recipient, author, date, and subject of the memo. For example:
TO: Annie Carruthers , Marketing Manager at Women's Bean Project
FROM: Your Name, Account Coordinator
RE: Situational Analysis
Write your memo as if addressing the client and state your recommendations in a clear, direct style. Use active voice and write complete sentences. Do not use “hype” words in the language of your memo – keep in mind that this is a business document, not a promotional text. You don’t need to tell your client how awesome this new product is.
Organize your memo in sections as indicated in the assignment. Use appropriate headings, numbers, and bullet points to help the reader follow your recommendations. For example, use headings such as: Selected Public, Sampling Method, Procedures, etc
Good writing is critical in strategic communication. Make sure to proofread for grammar, spelling, and syntax.