Marketing Evaluation

MARKETING PLAN EVALUATION WORKSHEETS Your task is to describe and evaluate the sell plan of an automobile brand and model of your choice. For the securities diligenceing aspect of your paygrade rivet on a particular model non the upstanding company for example consider the Chevrolet Camaro, non GM as a whole. For the postal service compend you will need to consider more than serious ad hoc model, i. e. what is the occurrence of GM as a whole and how is this impacting the merchandising of your particular model. You focus should be primarily Canada while recognizing that for the situation summary especially, there may be issues globally (e. . world economy) that will be relevant. These worksheets atomic number 18 designed to assist you in your project. Worksheets be a efficacious tool because they help to ensure that important development is not omitted from your evaluation. reply the questions on these worksheets will enable you to 1. Organize and building the d ata and study you collect during the situation analysis. 2. Use this information to better understand your unwaverings strengths and weaknesses and to arrive it off the opportunities and threats that exist in the merchandising environment. 3. rank if goals and objectives that capitalize on strengths. . draw if a marketing system that creates rivalrous advantages. 5. aim and critique a plan for consumeing the marketing scheme. By downloading these worksheets in an electronic format, you will be able to throw the outline or add additional information that is relevant to your situation. Remember that there is no one best personal manner to organize an evaluation of a marketing plan. The outline was designed to get out an analytical framework and to be flexible enough to accommodate the unique(p) characteristics of the company you be reviewing.It is possible that not everything in the worksheets will give way equally to your company. You could start by reviewing Figure 2. 6, the overview of the marketing planning address found on page 62 of the text. You should similarly review send screen 2. 2 and appendix 2 of your text. As you bang 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 obtain identified all of the relevant environmental issues.Likewise, as you complete the analysis, you should be accurate and rea constituteic about the firms characteristics. Do not attribute strengths to the firm that it does really does not possess. Being accurate in like manner goes for your calling of weaknesses. I. Executive Summary The executive summary is a lineation of the overall evaluation. The executive summary is easier to write if you do it last, after you have written the entire evaluation . accommodate a description of the fruit, the fag market, and the need for it in the market. You should give an overview of the main points of your evaluation.Most importantly, keep in intelligence that this is your opportunity to sell your marketing plan and entice your audience to register the details of the report. Company Description and Input from Corporate Strategies (pp. 45 54) Include a description of the companys recent history and successes and bear on briefly upon the dodge for the organization as a whole. This may allow elements such as Mission Corporate objectives Strategic Business whole (SBU) objectives (Figure 2. 1 on page 46 illustrates the stages in formulating a strategy for the company as a whole. )III. Situation summary A situation analysis considers the internal circumstances of the organization or intersection point, the external environment, competitive activity, and characteristics of the customer that may be relevant to the marketing plan. A situation analysis includes Internal analysis Environmental analysis Custome r analysis Competitive analysis A. Internal epitome Review of marketing goals and objectives order the firms legitimate marketing goals and objectives. State whether these goals and objectives are Consistent with the firms missionConsistent with recent changes in the marketing or customer environments Leading to expected performance outcomes (sales volume, market share, profitability, awareness, brand preference) Review of present-day(prenominal) marketing performance absorb the firms afoot(predicate) performance compared to other firms in the industry. Is the performance of the industry as a whole improving or declining? Why? If the firms performance is declining, what is the most in all probability cause (e. g. , environmental changes, flawed strategy, poor implementation)?Review of current and anticipate organizational resources report 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 resources likely to change in the emerging? If resource levels are expected to change How dissolve the firm leverage additional resources to foregather customer inescapably better than competitors? How can the firm compensate for future constraints on its resources? Review of current and anticipated cultural and structural issuesIn cost of marketing strategy development and implementation, describe the positive and negative aspects of the current and anticipated culture of the firm. Examples could include The firms overall customer orientation (or neglect thereof) The firms emphasis on short-term vs. long-run planning Willingness of the culture to assume change Internal politics and power struggles The overall position and grandeur of the marketing function Changes in key executive positions General employee comfort and morale B. Environmental AnalysisReview Chapter 4 Economic Growth and Stability Identify the oecumenical econom ic conditions of the country, region, province, and local area in which the firm operates Political, Legal, and restrictive Issues Identify 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 slipway that ever-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 potential Identify future technologies that may increase the risk of product obsolescence Sociocultural Trends Identify changes in societys demographics and determine 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 employeesIdentify any ecological issues (pollution, recycling, susceptibility conservation) that the firm or industry is facing Identify the ethical and companionable responsibility issues that the firm or industry is facing C. Customer Analysis Review Chapters 6 &038 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 pervert 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? separate the important identifying characteristics of the firms current and potential customers Demographic Geographic Psychographic Product enjoyment Identify the important players in the purchase process for the firms products Purchasers (actual act of purchase) Users (actual product user) I nfluencers (influence the decision, even out 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 aver 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 macrocosm 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) put back processes when customers make a purchase Why do potential customers not purchase t he firms products? After answering these seven questions, then you can imagine at segmentation and attitude analysis (see p. 267 for positioning analysis and positioning maps). D. Competitive Analysis (pp. 121-12, 295, 387) Identify the firms major competitors (brand, product, generic) Identify the characteristics of the firms major competitors be given 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 fundamentally a summary of the previous findings, and its format may shed upgrade 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 amass customers needs? Does this strength make the firm different from (better than) its competi tors? Repeat as needed to develop a complete list of strengths) B. Weaknesses Weakness 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 related to share 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 capabilities 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 (unpersuaded weaknesses that match unconverted threats) or limitations (unconverted weaknesses or threats that match opportunities)? If so, are these liabilities and limitations obvious to customers? Can the firm do anything about its liabilities or limitations, especially those that impact the firms ability to distribute customers needs? V.Marketing Objectives and Strategies from your analysis, what do you infer as the companys marketing objectives? A. Marketing Goal A __________________________________________________ Objective A1 ______________________________________________________ Be as specific as youre able. Objective A2 __________________________________ ____________________ Be as specific as youre able. B. Marketing 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. primal Target Market and Marketing Mix (pp. 106-109) Primary target market ________________________________________________ Review Chapter 7 This targets primary need Identifying characteristics (demographics, geography, psychographics) purchase/shopping habits and preferencesConsumption/disposition characteristics Product _______________________________________________ Review Chapters 8 &038 9 Major features and benefits Sustainable competitive advantage Differentiation / p ositioning strategy Brand name and packaging Customer service strategy complemental products set ________________________________________________ Review Chapter 10 Pricing objectives Description of per unit be Discount/markdown policy Distribution ____________________________________________ Review Chapter 11 General emerge chain strategy Intermediaries and channels to be usedElements of customer gubbins Promotion _____________________________________________ Review Chapters 12 &038 13 General IMC strategy IMC objectives and figure Elements of the advertising/publicity strategy Elements of the personal selling strategy Elements of trade sales promotion (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 preceding(prenominal) analysis VII. Marketing Implementation A. Structural Issues What organizational structure is being used to implement the marketing strategyDescr ibe 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 three paragraphs summarizing your analysis and providing a broad overview of the key actions recommended.