market situation summary sheet
TRANSCRIPT
8/3/2019 Market Situation Summary Sheet
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Introduction
This sheet is a great way of sumarising your current marketing situation and can be an excellent output from your marketing
audit. It contains a number of frameworks which will help you understand and focus on the areas which need your
attention. Although not a definitive list, the tables below should get you started; there are a few examples to help you too,
but it is assumed you have a good understanding of these tools.
Overall SWOT Analysis - Table 1 Legend: Key point
STRENGTHS
- E.g. strong µlovemark¶ brand
WEAKNESSES
- E.g. Perceived as having a high price
OPPORTUNITIES
- E.g. expand into a global market with product X
THREATS
- E.g. New competitor entering the market
Stakeholder/Mendelow Analysis - Table 2 Legend: Internal External Assumption
STAKEHOLDER POWER & NEED INFLUENCE IMPACT
e.g. customer High power ± need a product & pricemeets their needs & reflects value. Good
experience
Buy and promote theproduct & brand
Directly affect sales and promoteor damage the brand.
STEEPLE Analysis - Table 3 Legend: Assumption Key point
FACTOR WHAT¶S HAPPENING IMPACT TERM OPTIONS MOVING FORWARD
Social e.g. Consumers want value for money and are negotiating more
e.g. Less profit on actualproduct. Greater opportunity toup sell services
e.g. Long e.g. Develop the augmentedproduct; value add services &finance options
Technological
Economic
Environment
Political
Legal
Ethical
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Porters 5 Forces Analysis - Table 4 Legend: Assumption Key point
FORCE WHAT¶S HAPPENING? PRESSURE IMPACT
Competitive rivalry e.g. new competitor e.g. high e.g. less market share
Bargaining power of customers
Bargaining power of suppliers
Threat of new entrants
Threat of substitute products
7S Analysis - Table 5 Legend: Assumption Key point
ELEMENT WHERE YOU ARE NOW WHERE YOU WANT TO BE? THE GAPS
Strategy e.g. international network e.g. global differentiation e.g. Need local head quarters
Structure
Systems
Style
Staff
Skills
Shared Values
Marketing Mix Analysis - Table 6 Legend: Assumption Key point
ELEMENT WHAT YOU DO MEASURE LIMITATION
Product e.g. have 5 products« e.g. BCG Matrix e.g. not product for X
Price
Placement
Promotion
People
Physical Evidence
Process
Segmentation, Targeting & Positioning (STP) Analysis - Table 7 Legend: Assumption Key point
SEGMENTATION TARGETING POSITIONING COMMUNICATION
e.g. Segment 1 ± UK, Businesseswith greater than 25 employees
e.g. IT Sector e.g. Increase efficiencies e.g. Direct mail andtelemarketing
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Brand Analysis - Table 8 Legend: Assumption Key point
SUMMARY
e.g. established, µlovemark¶ brand«.
BRAND ELEMENT IMPACT
Brand Image
Brand Personality
Brand Associations
Innovation SWOT Analysis - Table 9 Legend: Assumption Key point
STRENGTHS
- E.g., good idea generation process
WEAKNESSES
- E.g. brand not seen as innovative
OPPORTUNITIES
- E.g. Capitalise on new demand for«.
THREATS
- E.g. brand damage
Ansoff¶s Matrix & NPD Analysis - Table 10 Legend: Assumption Key point
SUMMARY
e.g. currently have a product development strategy«
STAGE WHAT YOU DO IMPACT
Idea Generation e.g. collect ideas via website
Screening
Concept Development
Business Analysis
Product and marketing mix
Market testing
Commercialisation
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PLC Analysis - Table 11 Legend: Assumption Key point
WHAT YOU DO TOOLS EXAMPLES IMPACT
e.g. special offers e.g. low intro offer e.g. could devalue the product
PRODUCT BCG PLC STAGE SUPPORTING INFORMATION
Distribution SWOT Analysis - Table 12 Legend: Assumption Key point
STRENGTHS
- E.g. global supply chain
WEAKNESSES
- E.g. high production costs
OPPORTUNITIES
- E.g. use economies of scale
THREATS
- E.g. highly customisable products
Porter¶s Value Chain - Table 13 Legend: Assumption Key point
FIRM INFACSTRUCTURE HUMAN RESOURCES TECHNOLOGY DEVELOPMENT PROCUREMENT
Inbound logistics e.g. have the infrastructure to
deliver components
e.g. have the man power
and skills to deliver components
e.g. have a strong component
ordering system
e.g. purchase components
from a sustainable source
Production
OutboundLogistics
Marketing & Sales
Service
SERVQUAL Components (RATER) - Table 14 Legend: Assumption Key point
SUMMARY IMPACT
Responsiveness
(People)
i.e. how responsive you are to customers¶ needs e.g. makes them feel important
Assurance
(People)
Tangibles
(Physical Evidence)
Empathy
(People)
Reliability
(Process)
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Communication Analysis - Table 15 Legend: Internal External Assumption
AUDIENCE OBJECTIVE STRATEGY & CHANNELS MEASURE FREQUENCY
e.g. customer e.g. awareness e.g. Pull via online advertising e.g. click through rate e.g. daily
Corporate Social Responsibility (CSR) Analysis - Table 16 Legend: Assumption Key point
WHAT YOU DO IMPACT
e.g. ethical advertising e.g. bad PR and fines