MARKETING ANALYSIS

SITUATION ANALYSIS
ASSIGNMENT: MID TERM

SECTION: BBA 3C

SUBMITTED BY: AMEER ALI

ROLL NO: BBHM-F19-253

SUBMITTED TO: SIR ADEEL SAHIB

SUPERIOR UNIVERSITY LAHORE

RAIWIND ROAD CAMPUS

Introduction:

 Marketing is a business function and set of processes involved in creating,

delivering and communicating value to customers, followed by managing
customer relationships, resulting in mutual benefit for the business and its
stakeholders. Before managers can begin to formulate marketing strategies for
their businesses, they must have a strong understanding of the internal and
external marketing environments in which they are operating. The marketing
environment offers many opportunities for busines but it also imposes many
constraints. In this toolkit, we present three methods for collecting and analyzing
information about the internal and external marketing environments that firms
face: 5 C's Analysis, Porter's Five Forces Analysis, and SWOT Analysis. These
analyses help managers monitor and understand key macro- and micro-
environmental factors that affect their firms' ability to earn profits.
Market Analysis
 SWOT Analysis
 5 C’s
 Porters 5 forces
SWOT Analysis:

 Strength
 Weakness
 Opportunity
 Threat
Strength:

 Strength describe the unique resources or that can used

to take advantage of the opportunities. Strengths are
core competencies company capabilities that are
superior to the competition and relevant to customers
Weakness:

 Weaknesses are the core competencies and

company capabilities are inferior the competition.
These are areas in which the firm is deficient.
Opportunities

 Good marketing is the art finding, developing, and

profiting from opportunities that arise in external
environment.
Threat:

 Weakness causes threats for the company in the

market which may harm the firm. These threats
needs to overcome as quickly as they can.
5 C’s

 Company
 Customer
 Collaborator
 Competitor
 Context
Analyzing Company
Analysis Of the Company comes with an understanding Of the firm‘s business
model.
What fundamentally company do and how dose it makes money? What is the
engine that makes the run?
Firms generally Compete by either
I ) Having the lowest cost thus being able to Offer consumers the lowest price
2) offering unique, and superior performance on attributes or that are valuable to
a large part Of the market.
3) or by focusing on a small segment of the market and knowing it so well that
the firm can Customize its products to meet the needs of its consumers
Analyzing customer
Customer analysis continues With an understanding that
how the consumers come to realize a need and the
process by which they seek fulfill that need.
1. Problem recognition
2. Information search
3. Evaluating alternatives
4. Purchase decision
5. Post purchase evaluation
Collaborator

Collaborators are the companies or people who help the

firm in marketing the customers. Common collaborators
include
 Suppliers
 Retailors
 Distributors
 Media
Competitor
Competitive analysis is identifying and analyzing companies who
compete with the firm by a similar product to Consumers or an
alternate to solution to customers needs.
Which Competitors are market leaders, followers, and niche players?
How is each competitor positioned the marketplace?
How dose each competitor product differ from yours?
How do your price points compare?
How is each competitor communicating With consumers?
Which competitors have gained and market in and What factors have
led to Changes?
Context

 Demographic
 Social and cultural
 Economic
 Political
 Technological
Porters 5 Forces

 1) Industry Competitors
 2) potential entrants
 3) Availability Of substitutes
 4) buyer power
 5 ) supplier power
Industry competitors

 Less competition is generally better for firms. Industries

characterized by intense competition generally feature
profit-depleting Wars, higher level of advertising and
marketing and frequent product introductions This makes
it more expensive to compete in industries with strong
and aggressive competitors
Potential entrants

 Industries with high entry barriers where the cost of

entering the industry is very high, and low exit barriers,
where the Cust Of exiting the industry are very low are
the most favorable.
Availability of substitutes

 When the substitutes exist for the firm the consumers can
easily Shift their demand from you to them Therefore, the
availability Of substitutes tends to reduce price points and
Increase the need for marketing expenditures, driving
down profitability in the industry.
Buyer power

 Buyers Who are price sensitive who have substitutes

available to them, and who face low switching cost have
power over the firm. Consumers gain power when they
organize themselves into collective buying units or Share
pricing information amongst themselves
Supplier power

 The amount of power suppliers have in an industry also

determines its profitability suppliers Of a firm include
Other firms that supply it With the raw materials it uses to
make its product and its employees who supply the labor
to make its products. Suppliers with power can raise price
or limit the supply of good to build the product.
Results

 Market segmentation and target market decisions.

 Branding decisions
 Positioning decisions
 Product decisions
 Pricing decisions
 Promotion decisions