The organisation’s market research can be used as part of the situational analysis to not only view how the business is performing, but to also identify potential customers or market segments, anticipate future growth and to monitor competitors within the same market environment as well as providing the organisation with an overview of their current performance in comparison to these competitors. The situational analysis can be carried out through a number of methods. The two methods that are going to be used for the situational analysis of Spike Island Adventure/Academy are SWOT analysis and PESTEL
