Market/Customer Situation Analysis:
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| Identify the industry and marketplace situation in which your company currently competes: |
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| Outline the specifications of your chosen product / product line: |
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| Segmentation Bases & Variables:
Use research and objective analysis to identify the combination of segmentation bases and variables the company uses or could use to profile its target market |
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| Target Market Description:
Outline the customer profile of the target market your product / product line is currently aimed towards. |
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| Target Marketing Strategy:
Determine and justify which market targeting strategy would best suit (undifferentiated, differentiated, concentrated/niche, or local) |
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| Consumer Behaviour Influencers:
Determine (using research) what cultural, social, personal, or psychological issues influence this target market |
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| Decision-Making Process:
Explain the stages in the decision-making process a consumer might go when purchasing your product |
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Marketing Situation Analysis: Use key marketing concepts to evaluate each element
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| Product: |
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| Price: |
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| Promotion: |
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| Place: |
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| Process: |
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| People: |
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| Physical Evidence: |
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Competitive Situation Analysis: Identify Direct & Indirect Competitors:
Compare competitor marketing mix elements to your chosen company and evaluate the similarities (points of parity – POP) and differences (points of difference – POD) in marketing mix elements & target markets:
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Competitor 1
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Competitor 1
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Your Chosen Company
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Evaluate POP’s/POD’s
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| Place: |
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| Process: |
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| Physical Evidence: |
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Develop/Draw a positioning Spider Graph using the main marketing mix factors identified and compare to close competitors: