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  • Situation: Research: Internal, External, Primary, Secondary: Sost/A

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    The document outlines a SOST/A framework for analyzing a company's situation, objectives, strategy, and tactics. It discusses conducting internal and external research, setting objectives of 10% sales and profitability growth and launching two new products. The strategy will focus on product, place, price, and promotions. Tactics will target specific features, segments, and positions. The document also includes Honda's main sources of revenue, largest costs, and questions about delivering value and possessing unique attributes. Finally, it outlines different qualitative and quantitative research methods like exploratory discussions, focus groups, case studies, and questionnaires.

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    The document outlines a SOST/A framework for analyzing a company's situation, objectives, strategy, and tactics. It discusses conducting internal and external research, setting objectives of 10% sales and profitability growth and launching two new products. The strategy will focus on product, place, price, and promotions. Tactics will target specific features, segments, and positions. The document also includes Honda's main sources of revenue, largest costs, and questions about delivering value and possessing unique attributes. Finally, it outlines different qualitative and quantitative research methods like exploratory discussions, focus groups, case studies, and questionnaires.

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    6 views2 pages

    Situation: Research: Internal, External, Primary, Secondary: Sost/A

    Uploaded by

    miltonrmoreira
    The document outlines a SOST/A framework for analyzing a company's situation, objectives, strategy, and tactics. It discusses conducting internal and external research, setting objectives of 10% sales and profitability growth and launching two new products. The strategy will focus on product, place, price, and promotions. Tactics will target specific features, segments, and positions. The document also includes Honda's main sources of revenue, largest costs, and questions about delivering value and possessing unique attributes. Finally, it outlines different qualitative and quantitative research methods like exploratory discussions, focus groups, case studies, and questionnaires.

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    © All Rights Reserved
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    of 2

    SOST/A

    Situation:Research: Internal, External, Primary, Secondary


    -Michael Porters 5 Forces
    -SWOT
    Objective: +10% Sales & Profitability, 2 new products
    Strategy:
    -Product

    -Place

    -Price

    -Promotions

    Tactics:
    -Product Feat/Ben, Seg, Targ, Position

    -Place Value Chain, Channels, B2B, B2C

    -Price ValueGd/Btr/Bst, Low/Med/High -Promotions Advertising/Promotions


    Assesment:
    -Weekly, Monthly, Quarterly, AnnuallySales, Profit, Increase/decrease period to
    period
    MISION STATEMENT
    "Maintaining a global viewpoint, we are dedicated to supplying products of the highest
    quality, yet at a reasonable price for worldwide customer satisfaction."
    Address 3 Audiences
    - Management
    - Employees
    - External Stakeholders i.e., consumers, suppliers
    Accomplish 4 Goals:
    - State Market/Business Definition (what business are we in?)
    - Portray Company Values
    - Motivate
    - Be more General than Specific
    HONDA MAIN SOURCES OF REVENUE
    Automobiles (89 Mill) Motorcycles (16 Mill)
    HONDA BIGGEST COSTS
    Costs of goods sold and Selling and administrative expenses
    Deliver Value? YES

    Somewhat rare? NO
    Not easily imitated? NO

    Company organized around? YES


    Product Unique?

    Market trends Possess hot Licensed


    Properties, Social Media, etc.?

    Product Positioning and/or Target


    Marketing Unique?

    Management team Unique?

    Advertising and/or Promotions


    Unique?

    Financial, technical, or operating


    capabilities Unique?

    QUALITATIVE EXPLORATORY RESEARCH

    Researchers conduct one-on-one discussions with consumers

    Focus group: a product-oriented discussion among a small group of consumers

    Projective techniques: participants respond to some object

    Case study: comprehensive examination of a particular firm and/or their product(s)

    Ethnography: Marketers visit homes or participate and/or observe consumer


    activities to learn how products are used

    QUALITATIVE CASUAL RESEARCH

    Cause-and-effect relationships: a change in one thing causes a change in something


    else

    Independent (cause) vs. dependent (change in outcome) variables

    Experiments: test predicted relationships among variables in a controlled


    environment

    QUANTITATIVE QUESTIONARES

    Mail questionnaires

    Online questionnaires

    QUANTITATIVES INTERVIEWS: Telephone interviews, face to face interviews

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