Marketing Evaluation

MARKETING PLAN EVALUATION WORKSHEETS Your task is to delimit and evaluate the merchandise plan of an automobile brand and mildew of your choice. For the merchandising aspect of your evaluation focus on a particular model non the whole comp either for example upset the Chevrolet Camaro, not GM as a whole. For the federal agency outline you will need to consider more than just specific model, i. e. what is the website of GM as a whole and how is this violationing the marketing of your particular model. You focus should be primarily Canada patch recognizing that for the situation analysis especially, there may be issues globally (e. . globe economy) that will be germane(predicate). These worksheets ar designed to assist you in your project. Worksheets argon a useful tool because they help to arrest that important info is not omitted from your evaluation. Answering the questions on these worksheets will modify you to 1. Organize and bodily structure the data and infor mation you collect during the situation analysis. 2. Use this information to go bad understand your unbendables strengths and weaknesses and to recognize the opportunities and threats that exist in the marketing environment. 3. target if goals and objectives that trespass on strengths. . diagnose if a marketing strategy that stools competitive advantages. 5. reveal and critique a plan for implementing the marketing strategy. By downloading these worksheets in an electronic format, you will be able to change the outline or summarize leaditional information that is relevant to your situation. Remember that there is no champion best way to organize an evaluation of a marketing plan. The outline was designed to provide an analytical framework and to be flexible lavish to accommodate the unique characteristics of the association you argon reviewing.It is possible that not everything in the worksheets will apply equally to your union. You could start by reviewing Figure 2. 6 , the overview of the marketing intend mental process found on page 62 of the text. You should overly review Table 2. 2 and appendix 2 of your text. As you remove 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 viability of your analysis depends on how well you have identified all of the relevant environmental issues.Likewise, as you complete the analysis, you should be accurate and rea numerateic active the steadfasts characteristics. Do not attribute strengths to the slopped that it does really does not possess. macrocosm accurate also goes for your tending of weaknesses. I. Executive Summary The executive director epitome is a synopsis of the general evaluation. The executive summary is easier to write if you do it last, after you have written the entire evaluation . Include a description of the product, the target market, and the ne ed for it in the market. You should give an overview of the main points of your evaluation.Most importantly, preserve in mind that this is your prospect to sell your marketing plan and win your audience to read the details of the report. Company exposition and Input from collective Strategies (pp. 45 54) Include a description of the companys new history and successes and touch briefly upon the strategy for the organization as a whole. This may include elements such as Mission Corporate objectives strategic Business Unit (SBU) objectives (Figure 2. 1 on page 46 illustrates the stages in formulating a strategy for the company as a whole. )III. Situation psychoanalysis A situation analysis considers the internal circumstances of the organization or product, the external environment, competitive activity, and characteristics of the client that may be relevant to the marketing plan. A situation analysis includes Internal analysis Environmental analysis Customer analysis Compe titive analysis A. Internal Analysis check out of marketing goals and objectives key the firms on-going marketing goals and objectives. State whether these goals and objectives are arranged with the firms missionConsistent with recent changes in the marketing or customer environments Leading to expect functioning outcomes (sales volume, market share, profitability, awareness, brand preference) reassessment of current marketing murder distinguish the firms current performance compared to other firms in the pains. Is the performance of the assiduity as a whole improving or declining? Why? If the firms performance is declining, what is the most likely cause (e. g. , environmental changes, flawed strategy, poor implementation)? inspection of current and anticipated organisational resources limn the current state of the firms organizational resources (e. g. , financial, capital, human, experience, relationships with key suppliers or customers). How are the levels of these reso urces likely to change in the next? If resource levels are expected to change How can the firm leverage additional resources to meet customer necessitate better than competitors? How can the firm compensate for future constraints on its resources? Review of current and anticipated heathenceish and structural issuesIn terms of marketing strategy evolvement and implementation, describe the positive horizontal surface and negative aspects of the current and anticipated culture of the firm. Examples could include The firms overall customer orientation (or lack thereof) The firms emphasis on short-term vs. long-term planning Willingness of the culture to embrace change Internal politics and power struggles The overall position and greatness of the marketing function Changes in key executive positions global employee satisfaction and morale B. Environmental AnalysisReview Chapter 4 Economic gain and Stability detect the general economic conditions of the country, region, provinc e, and local area in which the firm operates Political, Legal, and Regulatory Issues determine any political activities that affect the firm or the industry Changes in elected officials (domestic or foreign) Industry (lobbying) groups Consumer groups Changes in Technology Identify ways that changing technology has affected the firms customers Identify ways that changing technology has affected the way the firm or the industry operatesIdentify current technologies that the firm is not using to the fullest potence Identify future technologies that may increase the risk of product obsolescence Sociocultural Trends Identify changes in societys demographics and set that will affect the firm or the industry (if this becomes too broad, focus on the firms target customers) Explain the changes that shifting demographics 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 employeesIdenti fy any ecological issues (pollution, recycling, energy conservation) that the firm or industry is set about Identify the ethical and social responsibility 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 potential customers? 2. Why do they vitiate our product? 3. Why do others not buy 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 potential customers? Describe the important identifying characteristics of the firms current and potential customers Demographic geographical Psychographic Product usage Identify the important players in the get 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 under the firms control Factors not under the firms control Why (and how) do customers select the firms products? Describe the basic benefits provided by the firms products relative to competing products Describe the degree to which customers needs are being fulfilled by the firms products relative 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 answering these seven questions, then you can look at segmentation an d military position analysis (see p. 267 for positioning analysis and positioning maps). D. Competitive Analysis (pp. 121-12, 295, 387) Identify the firms major(ip) competitors (brand, product, generic) Identify the characteristics of the firms major competitors List any potential (future) competitors not identified in the preceding.IV. swot Analysis The previous analyses should have uncovered the essential elements for a SWOT analysis. This is essentially a summary of the previous findings, and its format may shed further light on the current company situation (pp. 62 63 see Blackboard 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 several(predicate) from (better than) its competitors? Repeat as needed to develop a complete list of strengths) B. Weaknesses Weakne ss 1 ________________________________________________________ How does this weakness prevent the firm from meeting customers needs? Does this weakness make the firm different from (worse than) its competitors? (Repeat as needed to develop a complete list of weaknesses) C. Opportunities Opportunity 1 _______________________________________________________ How is this opportunity link to suffice 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 limiting 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 c apabilities 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 provable to customers? Can the firm do anything about its liabilities or limitations, especially those that impact the firms ability to serve customers needs? V.merchandising designs and Strategies from your analysis, what do you infer as the companys marketing objectives? A. foodstuffing Goal A __________________________________________________ Objective A1 ______________________________________________________ Be as specific as youre able. Objective A2 ______________________________________________________ Be as specific as youre able. B. selling 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. Marketing Strategies based on your observations of the company activity, what are the marketing strategies being pursued? A. Primary Target Market and Marketing Mix (pp. 106-109) Primary target market ________________________________________________ Review Chapter 7 This targets pristine need Identifying characteristics (demographics, geography, psychographics) Purchasing/shopping habits and preferencesConsumption/disposition characteristics Product _______________________________________________ Review Chapters 8 & 9 Major features and benefits Sustainable competitive advantage note / positioning strategy Brand name and packaging Customer serve up strategy Complementary produc ts Pricing ________________________________________________ Review Chapter 10 Pricing objectives Description of per unit costs Discount/markdown policy Distribution ____________________________________________ Review Chapter 11 General supply chain strategy Intermediaries and channels to be applyElements 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 interchange strategy Elements of trade sales progression (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 Implementation A. Structural Issues What organizational structure is being used to implement the marketing strategyDescribe any changes to the firms structure 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 Control 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. Summary and Conclusions Write approximately one to trey paragraphs summarizing your analysis and providing a broad overview of the key actions recommended.