Group

members:
Organization:

Group project proposal

ANALYTICAL PHASE

1) MISSION
a) Identify the MISSION of the company:

2) SITUATION ANALYSIS
a) SWOT ANALYSIS: Identify the Strengths, Weaknesses, Opportunities and Threats of the organization

Strengths Weaknesses

Opportunities Threats

1
Group
members:
Organization:

3) THE MARKET
a) SEGMENTATION: Fill in the segmentation grid and identify the main segments of the
organization’s market

Demographic segmentation Geographic segmentation

Market Educational
segments Age Gender level Occupation Income Country City size
Existing

Potential

Psychographic segmentation Behavioural segmentation

Attitude
Cultural Benefits
Market towards
preference Lifestyle Usage rate Usage time Loyalty
segments mass sought
s
media
Existing

Potential

2
Group
members:
Organization:

b) TARGETING: Which of the market segments in the grid are you targeting?

c) POSITIONING: Build a positioning map and identify the position occupied by your company

Rationale for choosing this specific organization/company. What marketing problem is

the organization facing?