Post on 21-Feb-2018
7/24/2019 01 Case Analysis
1/27
Market Analysis andStrategy
7/24/2019 01 Case Analysis
2/27
Agenda
Marketing Analysis & Strategic Planning
Essential Elements (5Cs, STP, 4Ps)
Situation Analysis / Strategy / Marketing Mi
!se Claritas Pri"m to #etter understand Colum#us $ie% !SA Today Case Study
iscuss %'at %e need to kno% to deelo amarketing lan *or t'e Colum#us Cliers+
Teams %ill %ork toget'er to generate a list o* uestionst'at need to #e ans%ered and otential sources
7/24/2019 01 Case Analysis
3/27
Marketing Strategy
-noles t'e allocation o* resourcesto deelo and sell roducts orserices t'at consumers %ill erceieto roide more valuet'ancometitie goods
.'at isperceived value+
7/24/2019 01 Case Analysis
4/27
oundations o* Strategy
A t'oroug' understanding o*0
omestic and glo#al market trends
Models to redict urc'ase andconsumtion
Communication met'ods to reac'
target markets most e1ectiely
7/24/2019 01 Case Analysis
5/27
Implementation
in Marketplace
Marketing MixProduct, Price, Place,
Promotion,
Situation AnalysisConsumer
Company
CompetitorsCollaborators
Context
STPSegmentation
Targeting
Positioning
7/24/2019 01 Case Analysis
6/27
Situation Analysis
T'e rocess o* analy"ing0
Consumerc'aracteristics & trends
2esources o* t'e Company Current and otential Competitors
Current and otential Collaborators
T'e Contextor enironmental*actors
7/24/2019 01 Case Analysis
7/27
Context
(Environment)
Economic
actorsPolitical
actors
Tec!nological
"evelopmentsSocietal
Trends
PEST Analysis
7/24/2019 01 Case Analysis
8/27
Situation Analysis0 S.3T
S.3T0
Core strengths+
Current weaknesses+ .'at opportunitieseist+
.'at threatsdo %e *ace+
7/24/2019 01 Case Analysis
9/27
Analy"ing S.3Ts
-nternal actors
Strengt's0 Cometitie Adantages2esources
.eakness0 Cometitie isadantages Eternal actors
3ortunities0 Social and economic
conditions and situations t'at look ositieT'reats0 Marketlace conditions t'at
reduce t'e erceied alue o* an o1ering
7/24/2019 01 Case Analysis
10/27
Analy"ing S.3Ts
3utsidein ersectie
3ne s'ould consider t'e customerie%oint rat'er t'an relying on internal
6udgments Conduct a #rand audit comaring
manager7s ercetions to emloyee andcustomer ercetions
7/24/2019 01 Case Analysis
11/27
Prioriti"ing S.3Ts
!se*ul Criteria0
Realistic damageto #rand relations'isi* a %eakness or t'reat is not addressed
Realistic benefti* a strengt' oroortunity is leeraged
Costo* addressing or leeraging eac'
S.3T Timecomany 'as to address or
leerage eac' S.3T
7/24/2019 01 Case Analysis
12/27
Prioriti"ing S.3Ts
2ank eac' S.3T item *rom 8 to 9 according to itsimortance to t'e comany7s o#6ecties (9 : mostimortant) "amage
#$ notaddressed
%ene$it
#$ leveraged
Cost o$&ddressing'
everaging
indo*o$ Time
Total
Strengt!s+ ood dealer relations!ips
#denti$ia-le target
.
.
/
0
0
0
1
0
2
3
eaknesses+
ack o$ -rand a*areness
Small -udget
.0
.0
.
.
./
./
.0
.0
.4
.4
5pportunities+
ood econom6 . / 1 / 7
T!reats+
Esta-lis!ed competition
8e* -rands coming
.0
./
.
.
.0
./
.1
.1
.9
.7
7/24/2019 01 Case Analysis
13/27
Prioriti"ed S.3Ts
Strengths Opportunities
Weaknesses Threats
Critical
Need to
e!erage
Need to
Address
Critical
"eale
rs!ip
net*o
rk
#denti$ia-le
Targe
t
8o%rand
&*
areness
Sm
all
%u
dget
,ood
Econom6
Esta-lis!ed
Competitors
8e*
%rands
Coming
7/24/2019 01 Case Analysis
14/27
Situation Analysis
Consider t'e situation t'e Colum#usClier7s are currently *acing;
T'e team+ -ts cometitors+
Team colla#orator+
Eisting and otential *ans+
Contet (enironmental *actors and trends)+
7/24/2019 01 Case Analysis
15/27
Strategy eeloment
Step 1: Market Segmentation
Process o* identi*ying a grou o* eole
similar in one or more %ays, #ased on aariety o* c'aracteristics and #e'aiors;
Goal:minimi"e ariance %it'in grousand maimi"e ariance #et%een grous
7/24/2019 01 Case Analysis
16/27
-denti*ying MarketSegments
%e!avioral
:;eav6 versus ig!t< =sers :4>'/> rule