Market Situation Summary Sheet Introduction

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This sheet is a great way of sumarising your current marketing situation and can be an excellent output from your marketing audit. It contains a number of frameworks which will help you understand and focus on the areas which need your attention. Although not a definitive list, the tables below should get you started; there are a few examples to help you too, but it is assumed you have a good understanding of these tools.
Overall SWOT Analysis - Table 1 STRENGTHS E.g. strong lovemark brand WEAKNESSES E.g. Perceived as having a high price Legend: Key point

OPPORTUNITIES E.g. expand into a global market with product X

THREATS E.g. New competitor entering the market

Stakeholder/Mendelow Analysis - Table 2 STAKEHOLDER e.g. customer POWER & NEED High power need a product & price meets their needs & reflects value. Good experience INFLUENCE Buy and prom ote the product & brand

Legend: Internal External Assumption IMPACT Directly affect sales and prom ote or damage the brand.

STEEPLE Analysis - Table 3 FACTOR Social WHATS HAPPENING e.g. Consumers want value for money and are negotiating more IMPACT e.g. Less profit on actual product. Greater opportunity to up sell services TERM e.g. Long

Legend: Assumption Key point OPTIONS MOVING FORWARD e.g. Develop the augmented product; value add services & finance options

Technological

Economic

Environment

Political

Legal

Ethical

Market Situation Summary Sheet

Porters 5 Forces Analysis - Table 4 FORCE Competitive rivalry Bargaining power of customers Bargaining power of suppliers Threat of new entrants Threat of substitute products WHATS HAPPENING? e.g. new competitor PRESSURE e.g. high

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Legend: Assumption Key point IMPACT e.g. less market share

7S Analysis - Table 5 ELEMENT Strategy Structure Systems Style Staff Skills Shared Values WHERE YOU ARE NOW e.g. international network WHERE YOU WANT TO BE? e.g. global differentiation

Legend: Assumption Key point THE GAPS e.g. Need local head quarters

Marketing Mix Analysis - Table 6 ELEMENT Product Price Placement Promotion People Physical Evidence Process WHAT YOU DO e.g. have 5 products MEASURE e.g. BCG Matrix

Legend: Assumption Key point LIMITATION e.g. not product for X

Segmentation, Targeting & Positioning (STP) Analysis - Table 7 SEGMENTATION e.g. Segment 1 UK, Businesses with greater than 25 employees TARGETING e.g. IT Sector POSITIONING e.g. Increase efficiencies

Legend: Assumption Key point COMMUNICATION e.g. Direct mail and telemarketing

Market Situation Summary Sheet

Brand Analysis - Table 8 SUMMARY e.g. established, lovemark brand.

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Legend: Assumption Key point

BRAND ELEMENT Brand Image Brand Personality Brand Associations

IMPACT

Innovation SWOT Analysis - Table 9 STRENGTHS E.g., good idea generation process WEAKNESSES E.g. brand not seen as innovative

Legend: Assumption Key point

OPPORTUNITIES E.g. Capitalise on new demand for.

THREATS E.g. brand damage

Ansoffs Matrix & NPD Analysis - Table 10 SUMMARY e.g. currently have a product development strategy

Legend: Assumption Key point

STAGE Idea Generation Screening Concept Development Business Analysis Product and marketing mix Market testing Commercialisation

WHAT YOU DO e.g. collect ideas via website

IMPACT

Market Situation Summary Sheet

PLC Analysis - Table 11 WHAT YOU DO TOOLS e.g. special offers EXAMPLES e.g. low intro offer IMPACT

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Legend: Assumption Key point

e.g. could devalue the product

PRODUCT

BCG

PLC STAGE

SUPPORTING INFORMATION

Distribution SWOT Analysis - Table 12 STRENGTHS E.g. global supply chain WEAKNESSES E.g. high production costs

Legend: Assumption Key point

OPPORTUNITIES E.g. use economies of scale

THREATS E.g. highly customisable products

Porters Value Chain - Table 13 FIRM INFACSTRUCTURE Inbound logistics e.g. have the infrastructure to deliver components HUMAN RESOURCES e.g. have the man power and skills to deliver components

Legend: Assumption Key point TECHNOLOGY DEVELOPMENT e.g. have a strong component ordering system PROCUREMENT e.g. purchase components from a sustainable source

Production Outbound Logistics Marketing & Sales Service

SERVQUAL Components (RATER) - Table 14 SUMMARY Responsiveness (People) i.e. how responsive you are to customers needs IMPACT

Legend: Assumption Key point

e.g. makes them feel important

Assurance (People)

Tangibles (Physical Evidence) Empathy (People)

Reliability (Process)

Market Situation Summary Sheet

Communication Analysis - Table 15 AUDIENCE e.g. customer OBJECTIVE e.g. awareness STRATEGY & CHANNELS e.g. Pull via online advertising MEASURE

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Legend: Internal External Assumption FREQUENCY e.g. daily

e.g. click through rate

Corporate Social Responsibility (CSR) Analysis - Table 16 WHAT YOU DO e.g. ethical advertising IMPACT e.g. bad PR and fines

Legend: Assumption Key point