Individual Assignment 1

Situation Analysis (Secondary Data) Guidelines

Individual Assignment 1

Spring 2026

This is an individual assignment please do not work with other students. This assignment

is designed to teach you to find, summarize, and interpret quantitative data from secondary data

sources.

For this individual assignment, you will be researching the following publicly traded

company: Live Nation (LYV)

Your assignment is to conduct a situation analysis to help this client understand the marketing

environment and thus make better decisions. Though both internal and external elements of the

environment are important, the focus should be on the external environment. DO NOT

copy/paste (plagiarize) text that you find online; you need to paraphrase and summarize

findings using your own words. This assignment must be primarily in outline, very small

paragraph form, with bullet points, subheadings, and tables/figures permitted if they help you

summarize the information more clearly. It should be between 2-3 single-spaced pages with 12-

point font (Times New Roman). Need to provide a minimum of 10 different references. Utilize

the CSUSB libraries’ databases and Google Scholar.

Make sure that you use the APA reference format for citations. For more information about

APA, please check out the link:

https://owl.purdue.edu/owl/research_and_citation/apa_style/apa_formatting_and_style_guide/ref

erence_list_electronic_sources.html.

You should address each point below, but you may choose where to put the focus of your assignment

(Some points may be more important than others.

Part 1: Internal Environment (support with data where appropriate)

o Company financials

Basic revenue, cost, and profit figures for the past 4-5 years (graph)

o First half of SWOT

Strengths (SWOT)

What does your client do better than its competitors? (e.g.,

customer service, logistics, etc.)

What unique resources (e.g., human, natural, financial, equipment,

brand image, etc.) does your client possess that others dont?

Weaknesses (SWOT)

What do competitors do better than your client?

What unique resources do competitors have that your client

doesnt?

What are some unique negative attributes of your client?

Part 2: External Environment (support with data where appropriate)

o Describe the industry and the companys market share

o Identify main competitors

o Identify macro-environmental factors (explain how each affects your company)

Political/legal factors (PEST)

Laws, regulations, public policies, etc.

o E.g., consider quality inspections, regulatory bodies (e.g.,

FDA, USDA, EPA), age restrictions, safety tests,

packaging/labeling requirements, etc.

Economic factors (PEST)

Changes in the economic conditions

o E.g., consider median income, purchasing power, inflation

rate, interest rates, unemployment rate, etc.

Socio-Cultural factors (PEST)

E.g., Trends in population, lifestyle, attitudes toward

environmental protection, religion, etc.

Technological factors (PEST)

E.g., Innovations for business and consumers, the impact of the internet on

shopping behavior, innovations in packaging, innovations in

shipping/logistics, infrastructure, and transportation trends, etc.

o Second half of SWOT

Opportunities (SWOT)

Given what you found in the PEST analysis, what opportunities

exist for your company?

Threats (SWOT)

Which factors from the above PEST analysis are most likely to

cause major problems for your company?