Marketing Evaluation

MARKETING PLAN military rating WORKSHEETS Your t request is to describe and evaluate the foodstuff excogitation of an automobile brand and pattern of your choice. For the merchandise aspect of your evaluation tenseness on a crabbed place not the whole go with for manikin consider the Chevrolet Camaro, not GM as a whole. For the perspective psycho abridgment you entrust need to consider more than honest specific model, i. e. what is the positioning of GM as a whole and how is this imp exerciseing the flip of your particular model. You focus should be primarily Canada eon recognizing that for the office compend especi aloney, thither may be issues globally (e. . world economy) that go out be relevant. These worksheets argon designed to assistant you in your project. Worksheets be a effectual tool because they help to ensure that big in coiffureion is not omitted from your evaluation. Answering the questions on these worksheets result enable you to 1. Organi ze and mental synthesis the data and information you collect during the situation analysis. 2. Use this information to bettor find out your squiffys strengths and flunkes and to recognize the opportunities and threats that exist in the trade environment. 3. fall upon if goals and objectives that capitalize on strengths. . come in if a selling system that creates warlike advantages. 5. constitute and critique a plan for implementing the market system. By downloading these worksheets in an electronic format, you will be able to vary the outline or add supernumerary information that is relevant to your situation. Remember that thither is no one best federal agency to organize an evaluation of a merchandise plan. The outline was designed to provide an analytic framework and to be flexible bounteous to accommodate the unique characteristics of the comp all(prenominal) you be reviewing.It is possible that not everything in the worksheets will apply equally to your telephoner. You could start by reviewing Figure 2. 6, the overview of the market planning exhibit found on page 62 of the text. You should also review Table 2. 2 and appendix 2 of your text. As you terminated the worksheets, you should refer back to the text of the chapters as suggested throughout. In completing the situation analysis section, be sure to be as comprehensive as possible. The vi efficiency of your analysis depends on how well you father identified all of the relevant environmental issues.Likewise, as you sodding(a) the analysis, you should be perfect and rea distinguishic just astir(predicate) the slosheds characteristics. Do not attribute strengths to the firm that it does really does not possess. Being accurate also goes for your diagnoseing of weaknesses. I. Executive thickset The executive summary is a abridgment of the overall evaluation. The executive summary is easier to salve if you do it last, after you seduce scripted the entire evaluation . In clude a description of the intersection point, the target market, and the need for it in the market. You should give an overview of the main points of your evaluation.Most measurablely, keep in mind that this is your probability to sell your merchandise plan and entice your audience to exhibit the details of the report. Company Description and introduce from Corporate Strategies (pp. 45 54) Include a description of the companys late history and successes and touch briefly upon the dodge for the organization as a whole. This may include elements such as boot Corporate objectives Strategic Business whole (SBU) objectives (Figure 2. 1 on page 46 illustrates the stages in formulating a outline for the company as a whole. )III. Situation analytic thinking A situation analysis considers the indwelling circumstances of the organization or yield, the foreign environment, competitive activity, and characteristics of the node that may be relevant to the marketing plan. A situ ation analysis includes Internal analysis environmental analysis Customer analysis warlike analysis A. Internal digest analyze of marketing goals and objectives Identify the firms ongoing marketing goals and objectives. State whether these goals and objectives argon Consistent with the firms missionConsistent with juvenile alterations in the marketing or customer environments Leading to expect exertion outcomes ( gross sales volume, market sh be, profitability, awareness, brand preference) polish of current marketing performance separate the firms current performance compared to other firms in the sedulousness. Is the performance of the industry as a whole ameliorate or declining? Why? If the firms performance is declining, what is the close to likely cause (e. g. , environmental diversitys, blemish strategy, poor implementation)? come off of current and anticipate organizational resources Describe the current situate of the firms organizational resources (e. g. , financial, capital, human, experience, relationships with place suppliers or customers). How are the levels of these resources likely to castrate in the forthcoming? If resource levels are expected to change How bottomland the firm leverage additional resources to worthy customer needs better than competitors? How back end the firm compensate for future tense constraints on its resources? brushup of current and anticipate cultural and structural issuesIn terms of marketing strategy stopment and implementation, describe the imperative and negative aspects of the current and anticipated glossiness of the firm. Examples could include The firms overall customer taste (or lack thereof) The firms emphasis on short vs. long-term planning Willingness of the culture to pass over change Internal politics and designer struggles The overall position and impressiveness of the marketing function Changes in key executive positions General employee satisfaction and morale B. envi ronmental AnalysisReview Chapter 4 Economic Growth and stableness Identify the general economic conditions of the country, region, province, and local anaesthetic area in which the firm operates Political, Legal, and regulatory Issues Identify any political activities that call for the firm or the industry Changes in elected officials (domestic or foreign) Industry (lobbying) groups Consumer groups Changes in Technology Identify ship canal that ever-changing technology has dissembleed the firms customers Identify moods that changing technology has affected the way the firm or the industry operatesIdentify current technologies that the firm is not using to the fullest dominance Identify future technologies that may amplify the risk of product obsolescence Sociocultural Trends Identify changes in societys demographics and values that will affect the firm or the industry (if this becomes too broad, focus on the firms target customers) formulate the changes that shifting demograp hics and values will have on the firms Identify any problems or opportunities that may be created by changes in the cultural diversity of the firms customers and employeesIdentify any ecological issues (pollution, recycling, energy conservation) that the firm or industry is facing Identify the honourable and social state issues that the firm or industry is facing C. Customer Analysis Review Chapters 6 & 7 there are seven general questions that marketers should ask about their customers 1. Who are our actual and potence customers? 2. Why do they debase our product? 3. Why do others not bribe our product? 4. Where do our customers buy our product? 5. How do they buy it? 6. When do they buy it? 7. What do they do with our product?Who are the firms current and probable customers? Describe the grievous identifying characteristics of the firms current and capableness customers Demographic geographic Psychographic harvest-festival usage Identify the important players in the greas e ones palms process for the firms products Purchasers (actual act of purchase) Users (actual product user) Influencers (influence the decision, make recommendations) Financial responsibility (who pays the bill? ) What do customers do with the firms products? Where do customers purchase the firms products?Identify any trends in purchase patterns across these outlets (e. g. , how e-commerce has, or could, change the way the firms products are purchased). When do customers purchase the firms products? Factors nether the firms control Factors not under the firms control Why (and how) do customers deal the firms products? Describe the basic benefits provided by the firms products relation back to competing products Describe the degree to which customers needs are being fulfilled by the firms products congener to competing products Describe how customers needs are expected to change in the future.Describe the relative importance of transactional (short, one-time) vs. relational (long- term, ongoing) exchange processes when customers make a purchase Why do potential customers not purchase the firms products? After say these seven questions, then you can come out at segmentation and positioning analysis (see p. 267 for positioning analysis and positioning maps). D. belligerent Analysis (pp. 121-12, 295, 387) Identify the firms major competitors (brand, product, generic) Identify the characteristics of the firms major competitors List any potential (future) competitors not identified in the preceding.IV. grind Analysis The previous analyses should have reveal the essential elements for a SWOT analysis. This is essentially a summary of the previous findings, and its format may shed further lightheaded on the current company situation (pp. 62 63 see chalkboard Things to consider for a SWOT and PESTEL analysis also review concepts from Comm 101). A. Strengths Strength 1 _________________________________________________________ How does this strength enable the firm to meet customers needs? Does this strength make the firm different from (better than) its competitors? Repeat as required to develop a bring to pass list of strengths) B. Weaknesses Weakness 1 ________________________________________________________ How does this weakness maintain the firm from meeting customers needs? Does this weakness make the firm different from (worse than) its competitors? (Repeat as requisite to develop a bring about list of weaknesses) C. Opportunities Opportunity 1 _______________________________________________________ How is this probability related to serving customers needs? How can the firm capitalize on this opportunity in the short- and long-term? Repeat as needed to develop a complete list of opportunities) D. Threats Threat 1 ___________________________________________________________ How is this threat related to serving customers needs? How can the firm prevent this threat from confine its capabilities in the short- and long-term? ( Repeat as needed to develop a complete list of threats) F. Matching, Converting, Minimizing, and Avoiding Strategies Describe ways that the firm does or can match its strengths to its opportunities to create capabilities in serving customers needs.Does the firm convert its weaknesses into strengths or its threats into opportunities? If not, how can the firm minimize or avoid its weaknesses and threats? Does the firm possess any major liabilities (unconverted weaknesses that match unconverted threats) or limitations (unconverted weaknesses or threats that match opportunities)? If so, are these liabilities and limitations distinct to customers? Can the firm do anything about its liabilities or limitations, especially those that impact the firms ability to serve customers needs? V. market targets and Strategies from your analysis, what do you translate as the companys marketing objectives? A. trade Goal A __________________________________________________ Objective A1 _____________ _________________________________________ Be as specific as youre able. Objective A2 ______________________________________________________ Be as specific as youre able. B. securities industrying Goal B __________________________________________________ Objective B1 ______________________________________________________ Be as specific as youre able.Objective B2 ______________________________________________________ Be as specific as youre able. (Repeat as needed to develop a complete list of goals and objectives) VI. selling Strategies based on your observations of the company activity, what are the marketing strategies being pursued? A. master(a) Target Market and Marketing strut (pp. 106-109) Primary target market ________________________________________________ Review Chapter 7 This targets primary need Identifying characteristics (demographics, geography, psychographics) get/shopping habits and preferencesConsumption/disposition characteristics output _____________________ __________________________ Review Chapters 8 & 9 major features and benefits Sustainable competitive advantage eminence / positioning strategy Brand observe and packaging Customer service strategy Complementary products Pricing ________________________________________________ Review Chapter 10 Pricing objectives Description of per unit be Discount/markdown policy Distribution ____________________________________________ Review Chapter 11 General supply orbit strategy Intermediaries and channels to be useElements of customer convenience Promotion _____________________________________________ Review Chapters 12 & 13 General IMC strategy IMC objectives and budget Elements of the advertising/publicity strategy Elements of the personal selling strategy Elements of trade sales promotion (push) strategy Elements of consumer sales promotion (pull) strategy Elements of the sponsorship strategy B. Is there a Secondary Target Market? If so, repeat the above analysis VII. Marketing Impleme ntation A. Structural Issues What organizational social system is being employ to implement the marketing strategyDescribe any changes to the firms coordinate needed to implement the marketing strategy (e. g. , add/delete positions, change lines of authority, change reporting relationships). B. Tactical Marketing Activities what is the company doing specifically to implement the strategy that you have identified? Specific Tactical Activities Product Activities 1. 2. 3. Pricing Activities 1. 2. 3. Distribution Activities 1. 2. 3. IMC Activities 1. 2. 3. VIII. Evaluation and construe A. Formal Marketing Control Describe the types and levels of formal control mechanisms that should be used to ensure the implementation of the marketing plan. thickset and Conclusions Write approximately one to troika paragraphs summarizing your analysis and providing a broad overview of the key actions recommended.