Documente Academic
Documente Profesional
Documente Cultură
Marketing
Eugene W. Anderson
Professor of Marketing and Associate Dean for Degree Programs
2
Situation Analysis
3
Customers
4
Customer Analysis
Segment
Market Segmentation
1 2 3 4
What segments can be identified?
What is their size, growth & Who?
potential?
6
Company Analysis
RESULTS
Achieves superior results
and increases market value
7
Context
8
Context Analysis
Ec ol
ga al
PEST = Political, Economic,
Ec
Le litic
on og
Suppliers
l
Social, & Technological
o m ic a
Po
Macroenvironment
ic l
How favorable are the Company
Complements
relevant competitive forces?
Collaborators
Competitors
Potential
Entrants
Bargaining power of suppliers, Value
buyers, collaborators & investors Customers
Degree of competitive rivalry
l
ca
most likely future scenarios?
D
i
og
Capital
So gr
em
ol
ci ap
o
hn
a l hi
c
Te
anticipated returns?
c
9
*
Competitors
Our Our
Long-Run
Opening Next
Positions
Move Move
Their Their
Best Best
Response Response
10
Competitor Analysis
11
Collaborators
12
SWOT Analysis
Strengths Opportunities
Importance Favorability Importance Favorability
Strength 1 Oppy 1
Strength 2 Oppy 2
Strength 3 Oppy 3
Overall WAVG Overall WAVG
Weaknesses Threats
Importance Favorability Importance Favorability
Weakness Threat 1
1
Weakness Threat 2
2
Weakness Threat 3
3
Overall WAVG Overall WAVG
Product
Segmentation Acquisition
Place Financial
Targeting Satisfaction
Promotion Organizational
Positioning Retention
Price
17