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Marketing
Situation Analysis
Here we
present some key aspects for the research and development of a marketing
situation analysis and how it is a part of an integrated
marketing communications plan and strategy. Many of
second stage funded business clients need to address a
comprehensive marketing segment in their business
plans. E-Commerce components can and should be included
in business plans, and E-Commerce strategy employs
similar and expanded scope work involving similar case
analysis
Key Components of a Marketing
Situation Analysis:
-
Company and Product History
- SWOT Summary
-
Company/Product Marketing
History
-
Product Evaluation (SWOT)
- Consumer Evaluation
- Market Share
- Sales
- Demographics,
Psychographics
- Product Information
- Competitor
Evaluation
- Advertising and SWOT
analysis
-
From
this, your IMC Plan, Objectives and Strategy are
Developed. These involve:
-
Marketing Goals
- Strategic Focus and
campaign focus
- Alignment with
objectives
- Relations with other
product and services
- Target Market
- Communications
Objectives
- Communications
Objectives
- Quantitative and
Qualitative Objectives
- Creative Strategy and
Concepts
- Media Objectives and
Strategy
- Reach, Frequency &
Timing, consumer aperture and population base
- Strategy for media
channels to be employed
- Budgetary aspects
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