market situation summary sheet

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




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




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




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)




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

market situation summary sheet

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