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Situation Analysis

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Conducting a Situation Analysis is a Challenging Exercise ... customer, external), which do you think is the most important in a general sense? Why? ... – PowerPoint PPT presentation

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Title: Situation Analysis


1
MARKETING STRATEGYO.C. FERRELL MICHAEL D.
HARTLINE
3
Situation Analysis Collecting and
Analyzing Marketing Information
2
Issues to be Consideredin a Situation Analysis
Exhibit 3.1
3
Conducting a Situation Analysis (1 of 2)
  • Analysis Alone is Not the Solution
  • Data and Information are Not the Same
  • Data A collection of numbers or facts that have
    the potential to inform
  • Information Data that has been transformed or
    combined with other data in a manner that makes
    it useful to decision makers

4
Conducting a Situation Analysis (2 of 2)
  • The Benefits of Analysis Must Outweigh the Costs
  • Conducting a Situation Analysis is a Challenging
    Exercise
  • One of the most difficult parts of the marketing
    plan
  • Should provide a complete picture of three key
    environments (1) Internal, (2) Customer, and
  • (3) External

5
The Relationships AmongEnvironments in a
Situation Analysis
Exhibit 3.2
6
Discussion Question
  • Of the three major environments in a situation
    analysis (internal, customer, external), which do
    you think is the most important in a general
    sense? Why? What are some situations that would
    make one environment more important than others?

7
The Internal Environment (1 of 2)
  • Review of Current Objectives, Strategy and
    Performance
  • An important input to later stages in the
    planning process
  • Poor or declining performance must be the result
    of
  • (1) Goals or objectives that are inconsistent
    with
  • customer or external environments
  • (2) Flawed marketing strategy
  • (3) Poor implementation
  • (4) Changes in the customer or external
    environment
  • beyond the control of the firm

8
The Internal Environment (2 of 2)
  • Availability of Resources
  • Includes review of financial, human and
    experience resources as well as resources from
    key relationships
  • Financial resources tend to get most attention
  • Labor shortages are expected to be a major
    problem in the coming years
  • Organizational Culture and Structure
  • Problems can arise when marketing does not hold a
    prominent position in the political hierarchy
  • Culture and structure are relatively stable but
    can be affected by mergers

9
Mergers Affect Corporate Culture
10
The Customer Environment
  • Who are our Current and Potential Customers?
  • What do our Customers do with our Products?
  • Where do Customers Purchase our Products?
  • When do Customers Purchase our Products?
  • Why (and How) do Customers Select our Products?
  • Why do Potential Customers not Purchase our
    Products?

11
The External Environment (1 of 2)
  • Competition
  • (1) Brand competitors
  • (2) Product competitors
  • (3) Generic competitors
  • (4) Total budget competitors

12
Major Types of Competition
Exhibit 3.6
13
Discussion Question
  • Do you think brand competitors are always the
    most important type of competition? How would
    economic conditions affect the importance of
    brand competitors? In bad economic times, would
    total budget competitors become more important?
    Why or why not?

14
Stages of Competitive Analysis
  • (1) Identify all current and potential
    competitors.
  • (2) Assess each key competitor.
  • (3) Assess each key competitors strengths and
  • weaknesses.
  • (4) Focus the analysis on each key competitors
  • marketing capabilities.
  • (5) Estimate each key competitors most likely
  • strategies and responses under different
  • environmental situations.

15
The External Environment (2 of 2)
  • Economic Growth and Stability
  • Political Trends
  • Legal and Regulatory Issues
  • Technological Advancements
  • Sociocultural Trends
  • Demographic Trends
  • Lifestyle Trends
  • Trends in Cultural Values

16
Examples of Trends in theSociocultural
Environment
  • Demographic Trends
  • Aging of the American population
  • Increasing population diversity
  • Population growth in the Sun Belt states
  • Lifestyle Trends
  • Clothing has become more casual, especially at
    work
  • Growing focus on health and nutrition
  • Time spent watching television has declined
  • Trends in Cultural Values
  • Less focus on me-oriented values
  • Increasing importance of family and children
  • Greater focus on ethics and social responsibility

From Exhibit 3.7
17
Marketing Strategy in Action
  • This 1977 ad for a Technics turntable discusses
    its advanced technology. In less than a decade
    the compact disc would render devices for playing
    vinyl records obsolete.
  • How does this illustrate the importance of being
    aware of the technological environment? How can
    companies like Panasonic prepare for the possible
    obsolescence of products that are currently
    state-of-the-art?

18
Collecting Environmental Dataand Information (1
of 2)
  • Secondary Information Sources
  • Internal Data Sources
  • Government Sources
  • Periodicals/Book Sources
  • Commercial (Fee-Based) Sources

19
Government Sources of Secondary Data
20
Collecting Environmental Dataand Information (2
of 2)
  • Primary Data Collection
  • Direct Observation
  • Focus Groups
  • Surveys
  • Experiments
  • Overcoming Problems in Data Collection

21
Discussion Question
  • Do you think the Internet has made it easier or
    more difficult to collect data and information?
    Why? How might the major data collection issues
    of today compare to the issues that occurred in
    the pre-Internet era?
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