Group Project Strategic Marketing

Arif Vaseer

You may choose to follow the strategy development discussion agenda when developing
your marketing plan.
1. Customer Analysis
ho are the major segments!
hat are their motivations and unmet needs!
2. Competitor Analysis
ho are the e"isting and potential competitors!
hat strategic groups can #e identified!
hat are their sales$ share$ and profits!
hat are the growth trends!
hat are their strengths$ weaknesses$ and strategies!
3. Market/Submarket Analysis
%ow attractive is the market or industry and its su#markets!
hat are the forces reducing profita#ility in the market$ entry and e"ist #arriers$ growth
projections$ cost structures$ and profita#ility prospects!
hat are the alternative distri#ution channels and their relative strengths!
hat industry trends are significant to strategy!
hat are the current and future key success factors!
4. Environmental Analysis
hat environmental threats$ opportunities$ and trends e"ist!
hat are the major strategic uncertainties and information need areas!
hat scenarios can #e conceived!
5. Internal Analysis
hat are our costs$ strategy$ performance$ and points of differentiation$ strengths$
weaknesses$ strategic pro#lems and culture!
hat is our e"isting #usiness portfolio!
hat has #een our level of investment in our various product markets!
6. Stratey !evelopment
hat investment level is most appropriate for each product market & withdrawal$
milking$ maintaining or growing!
hat assets and competencies will provide the #asis for an S'A! %ow can they #e
developed$ maintained$ leveraged!
hat value proposition will #e the core of the offering!
hat are the alternative functional strategies!
Group Project Strategic Marketing
Arif Vaseer