Marketing Audit Protected

8/14/2019 Marketing Audit Protected

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WORKSHEET CELLS PROTECTED INTENTIONALLY ---

Marketing Audit - Questions to Lead Your SWOT analysis Details

MacroEnvironment

What major changes are occuring in product technology?

What major changes are occuring in process techology?

What major generic substitutes might replace this product/service?

What is the public's attitude toward the business?

What is the public's attitude toward the product/service?

Task Environment (Micro Environment)

Customer segments (see Segmentation Grid)

Competitor Analysis (see Competitive Analysis Grid)

What are the main trade channels bringing products to customers?

What trends are occuring among suppliers in their pattern of selling?

What is the outlook for the cost and availability of warehousing?

Internal Environment & Marketing Strategy

Is the business mission clearly stated in market-oriented terms?

Is the business mission feasible?

What major demographic developments and trends pose opportunitiesor threats to this company?

What actions has the company taken in response to these demographicdevelopments and trends?

What major developments in income, prices, savings, and credit mightaffect the company?

What is the outlook for cost and availability of natural resources andenergy needed by the company?

What concerns have been expressed about the company's role inpollution and conservation?

What changes in laws or regulations might affect marketing strategy andtactics?

What changes in consumer lifestyles might affect the company? Thebrand?

What changes in consumer values might affect the company? Thebrand?

What are the efficiency levels and growth potentials of the different tradechannels?

What is the outlook for the availability of different key resources used in

production?

What is the outlook for the cost and availability of transportationservices?

Which publics represent particular opportunities or problems for thecompany?

Who are the key service providers for this company and what is theoutlook re: cost and availability of these services?

Are the company and marketing objectives stated clearly enough toguide marketing planning and performance measurement?

Are the marketing objectives appropriate given the company'scompetitive position, resources, and opportunities?

Has management articulated a clear marketing strategy for achieving itsmarketing objectives?


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Are the marketing resources allocated optimally to the prime segments?

Is the company using the best bases for market segmentation?

Has it developed accurate profiles of each possible target segment?

Does the current marketing mix for each segment fit with its positioning?

Is the marketing planning system well conceived and effective?

Is sales forecasting and market potential measurement carried out?

Do any marketing activities seem to have excessive costs?

Marketing Program

What are the product objectives?

Do the company's product tactics fit with the positioning for each target?

Do the company's pricing tactics fit with the positioning for each target?

How are prices set within the organization?

Are sufficient resources budgeted to accomplish the marketingobjectives?

Is the marketing strategy appropriate to the stage of the product lifecycle, competitors' strategies, and state of the economy?

Does it have clear criteria for rating the segments and chosing the best

ones?

Has the company developed an effective positioning statement for eachtarget segment?

Is there a high-level marketing officer with adequate authority andresponsibility over the company activities that will affect the customer'ssatisfaction?

Is there good communication and relations between marketing andsales?

Is there good communication and relations between marketing and theother functional areas (e.g., Manufacturing, R&D, accounting andfinance)?

Are there any groups in marketing that need more training, motivation,supervision, or evaluation?

Is the marketing intelligence system providing accurate, sufficient, andtimely information about developments in the market place?

Is marketing research being adequately used by company decisionmakers?

Are the control procedures adequate to ensure that the plan objectivesare being achieved?

Is provision made to periodically review the profitabiltiy of differentsegements, products, markets, channels, etc?

Is the company well-organized to gather, generate, and screen newproduct ideas?

Does the company do adequate concept research and analysis beforeinvesting in a new idea?

Does the company carry out adequate product and marketing testingbefore launching a new product?

What is the profitability of the company's different products, markets,territories, and channels of distribution?

Is the current product line meeting the needs and wants of the targetmarkets with respect to quality, features, style, etc. ?


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Does the company use price promotions effectively?

What are the pricing objectives?

What is the breakeven for this firm - and, are management aware of it?

What are the distribution objectives?

How reliant is the firm on current distributors?

What are the organization's sales force objectives?

Is the sale force large enough to accomplish the objectives?

Is the sales force well-motivated, well-trained, and incentived?

What are the organization's communication objectives?

What is the current level of brand awareness among key segments?

Is there a well-conceived public relations and publicity program?

What programs are in place for loyal customers?

For Services or hybrid offerings only:

What are the organization's objectives with respect to customer service?

How are front-line employees trained? Evaluated?

How does the firm manage busy times? Less-busy times?

Do the customers see the company's prices as in line with the perceivedvalue of its offer?

Are the current channels of distribution meeting the needs of its target

markets?Is their adequate market coverage given the current distributionchannels?

Is the sales force organized along the proper principles ofspecialization?

Are there adequate procedures for setting quotas and evaluatingperformances?

How is the company's sales force in relation to competitors' sales

forces?

Is the right amount of money being spent on marketingcommunications? How is the budget determined?

What is the mix of communication media being employed? Is itappropriate given the particular target markets?

What do customers and the public think about the current advertisingcampaign?

Are there any other communication activities that help support thecommunications objectives (e.g., special events, trade promotions, etc.)

Who are the firm's partners? Do they have reciprocal agreements withany other firms or organizations?

How is service provided? Is the firm reliant on front-line employees toprovide service and if so, are they well-trained, incentivized, andmotivated?

How involved are customers in the delivery of the service - do they

require training? Are there customers that require special treatment?

What is the process for servicing customers? What activities occurbehind the scenes which ones are customer-facing?

What is the average time-to-serve each customer? Is there a procedurefor queuing? For waiting? For order of service?

What is the physical evidence associated with the service location? Dothese help to convey the positioning of the service?


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What can the customer can sense physically that contributes to theirperception of the service.


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UNPROTECTED VERSION FOR MEMBERS ONLY

Assessment


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Strengths/Company Resources Source

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What are the company resources that areconsidered to be strengths of theorganization? Are there things that they aredoing better than their competitors?

What external source did youuse to determine this?


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Interpretation/Assessment of Strength

What is your assessment of this strength? Does itgive the firm competitive advantage? How can it beleveraged? Is it being used to its fullest extent?


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Weaknesses/Areas of Improvement Source

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In which areas does the firm needimprovement? These can be things thatthey are not doing (e.g., they are notadvertising) or things that they are doingpoorly.

What external source didyou use to determine this?


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Interpretation/Assessment of Deficiency

What is your assessment of this weakness?Does it put the firm at a disadvantage withrespect to its competitors? Its key customers?Its financial position? Its ability to implementchange?


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Opportunities/Sources of Future Gain Source

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Are there customer segments that are not currentlybeing served by the firm and its competitors? Arethere new markets available that no f irm has yet toenter? Are there areas in which positive growth isexpected to occur? Are there needs/wants of

some customer segments that aren't being met bythe firm and its competitors?

What external source didyou use to determine this?


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Interpretation/Assessment of Opportunity

What is your assessment of this opportunity?What effect is this likely to have on the firm'sfinancial and/or competitive position ifexploited? What effect does exploiting thisopportunity have in terms of primary or

selective demand?


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Threats Source

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Are there elements of the externalenvironment that currently threaten this firm'sfinanical and/or competitive position? Arethere areas in which negative growth isexpected to occur? Are there emerging

trends that are contrary to the firm's currentofferings?

What external source did youuse to determine this?


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Interpretation/Assessment of Opportunity

What is your assessement of this threat? What effectis it likely to have on the firm's financial and/orcompetitive position if it occurs? How will it affectprimary and/or selective demand?


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Marketing Elements Question Competitor A

Target Market(s)

Generic Strategy

Market Share

Weaknesses

Share of Mind

Share of Preference

Competitive Advantage

Core Offerings

Product/Service Quality

Pricing

Communication Media

Personal Selling Methods

Distribution Methods

Location Where is the firm located?

Post-sales service

Assesment of Threat

What segment(s) are this firmcurrently targeting?

What is their generic strategy?Cost, focus, differentiation?

What is the firm's market share in

this category?Key Success Factors(Strengths)

What determines their success inthe market place?

What is the firm not currently doingwell?

What is the firm/brand's currentbrand awareness (%)

What is the firm/brand's currentbrand preference (%)

What is the advantage that this firmhas over all others? What is thesource of this advantage?

What is it core offering - in terms offeatures, benefits etc.

How do customers perceive thequality of its core offerings?

How does it set its prices? Howare they in comparison to othercompetitors?

What media does the firm use tocommunicate with its customers?

Does the firm use salespeople? Ifso, are they effective?

How are the goods/servicesdistributed to its clients?

What is its level of post-salesservice?

What is your assessment of thisCompetitor's Threat - Low,Medium, High?


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Competitor B Competitor C Competitor D Competitor E


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Marketing Objectives Performance Metric

Marketing Program Objectives Performance Metric

List the overall marketing objectives thatthis firm has (e.g., market share,profitability, sales)

What do you recommend that thefirm use to measure this particularobjective?

List the objectives for each of theMarketing Mix P's

What do you recommend that thefirm use to measure this particularobjective?


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Goal/Target Control

Goal/Target Control

What is the goal for this particularmetric? When should it be reached?

How often should the firm evaluatethis objective? Who should evaluteit?

What is the goal for this particularmetric? When should it be reached?

How often should the firm evaluatethis objective? Who should evaluteit?


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DescriptionSegment A

Segment Description Describe the segment in detail.

Size of Segment

Where are segment members located?

Market Share

Total Sales of Segment

Purchase Motivation

Purchase Frequency

Core offering

Price

Distribution

Segments IdentifyingCharacteristics

How many people/customers are in thissegment?

Geographic Location of

segment membersWhat is the total market share of thissegment?

What are the total sales to thissegment?

Average Income of SegmentMembers

What is the average income of eachsegment member?

Demographic Features (e.g.,Age, sex, etc)

What are the relevant demographicidentifiers of this segment e.g., age, sex

Why do they purchase theproduct/service? What is the primary

motivation? Secondary motivation?How often do they purchase thisproduct/service?

Average periodic purchase(e.g., $30 per trip)

For each visit, how much do theyspend?

Marketing Mix Needs andWants

Includes product quality, attributes,features, packaging, image, services,warranties, etc.

Includes willingness to pay (give anamount here), credit terms required,

volume discounts desired, bundling,additional costs, etc.

Includes manners in which the customerwants to gain access to theproduct/service (e.g., delivery, internetorders, phone orders and delivery, in-store purchase, etc.)

Communication andPromotion

What communication channels are theylikely to use to search for information forthis purchase? What general mediachannels are they exposed to? Whatprocess do they go through whenpurchasing?


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People and Customer Service

Process

What assistance do they need duringthe purchase process from employeesor service providers? What are theirexpectations with respect to serviceprovision? How much knowledge thecustomer have about theproduct/service? How much do theyneed about the product/service? Willthe customer require education ortraining?

What do the customers expect in termsof the process of purchase? Whatareas of efficiency do they expect (e.g.,waiting time, processing speed, etc.)What activities do they want to see andwhich ones should be performed behindthe scenes?

Physical Evidence, Layout,

perceptions of environment

What does the customer expect to

sense physically that will contribute totheir perception of the service.

Partnering, loyalty programs,other memberships

To what other groups are thesesegment members likely to belong?What sort of relationship are theyexpecting with their product or serviceproviders? Are the segment membersreceptive to loyalty programs?


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Segment Description

Size of Segment

Market Share


Purchase Motivation

Purchase Frequency

Core offering

Price

Distribution



segment members






Segment B Segment C


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Process





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Segment Description

Size of Segment

Market Share


Purchase Motivation

Purchase Frequency

Core offering

Price

Distribution



segment members






Segment D


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Process





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Assessment

Size of Segment

Growth of Segment

Fit with Objectives

Value

Profitability

Feasibility

Accessible

Exploit opportunities

Mitigate threats

Overall Assessment of Segment

Targeting DecisionCriteria

Is the segment large enough to sustainprofitability?

Will the segment experience positivegrowth in the near future?

Fit with companymission

Does targeting this segment fit with theoverall mission of the organization?

Does targeting this segement fit with thecompany's overall objectives?

Fit with MarketingObjectives

To what extent does targeting thissegment help to achieve the marketingobjectives?

Can the firm deliver relative value to thissegment?

Structuralattractiveness

Is the segment attractive with respectmarket growth, competitive intensity,market access?

CompetitiveAdvantage

Does targeting this segment give the firman advantage over others in thiscategory?

Is this segment profitable by itself? Doesit help the profitability of other segments?

Is it feasible to target this segment givethe firm's resources and constraints?

Is this segment readily accessible by thefirm?

Fit with Companyresources (strengths)

To what extent does targeting thissegment leverage the company

strengths? Evaluate each strengthseparately.

Assist withWeaknesses

To what extent does targeting thissegment help to reduce, remove theidentified weaknesses?

To what extent does targeting thissegment exploit the firm's identifiedopportunities?

To what extent does targeting thissegment mitigate the identified threats?


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Part One - What we do Description

For the target market

Who want

Our product is a

That features

As measured by how the customer infers quality

Part Two - How we are better Description

Unlike our main competitors

our product/services provides key points of difference

As suppported by what makes our difference possible

and protected by

the consumption problem - what need doyou serve (purchase motivation)

our portion of the solution (class or categoryof product in connection with that need)

key benefits (one or two things you wantthem to remember)

why the competition cannot easilyovercome it


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Target Market A Target Market B Target Market C

Target Market A Target Market B Target Market C


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Target Segment A

Positioning

Marketing Mix Element Objectives

Product

Price

Place

Promotion

Physical Evidence

Process

People

Partnering

Needs/Wants fromsegmentation grid

Current Tactics to bemaintained

Additional tactics(recommendations)


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Positioning

Marketing Mix Element

Product

Price

Place

Promotion

Physical Evidence

Process

People

Partnering

Target Segment B

ObjectivesNeeds/Wants fromsegmentation grid




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Positioning


Product

Price

Place

Promotion

Physical Evidence

Process

People

Partnering

Target Segment C





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Positioning


Product

Price

Place

Promotion

Physical Evidence

Process

People

Partnering

Target Segment D





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Marketing Mix Recommendation Tasks to be completed Cost

TOTAL COST


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Responsibility Priority Start Date End Date

Marketing Audit Protected

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