Market planning project

Project Assignment 1 Guide

  1. Questions about the Organization in General:
  2. Provide a picture of the organization’s storefront (if they have one) and website (if they have one).
  3. Does the organization seem to think more like an organization in the production era, sales era, marketing concept era or customer relationship era? Discuss your reasoning.
  4. Is there a NAICS code for organizations in this industry? If so, what is it?  (applicable to goods)
  5. What is the organization’s competitive advantage?
  6. Discuss the organization’s strengths and weaknesses.

 

  1. Questions about the Organization’s Current Customers:
  2. Complete the target market segment model for your organization. Explain your reasoning.
  3. Does the organization use more of a market-product concentration strategy, market specialization strategy, product specialization strategy, selective specialization strategy or full coverage strategy?
  4. Does the target market of this organization use more of a routine problem-solving process, limited problem-solving process, or an extended problem-solving process?

 

  1. Questions about the Organization’s Current Product:
  2. Complete the product model for a specific product of this organization. Explain your reasoning.
  3. Discuss how the organization’s product components differ from the components of competitors’ offerings?
  4. Classify the product as primarily (1) a consumer or business product; (2) a good or service; (3) a convenience, shopping, specialty or unsought product.
  5. How is the product branded (generic, manufacturer, captive, family, or individual)?
  6. Describe the product’s brand and/or logo. Include a copy of it/them if they have them.
  7. How is the product packaged?
  8. What stage of the product’s lifecycle is this industry in (introduction, growth, maturity, or decline)? Explain your response.
  9. Create a perceptual map for the organization / product that includes at least three competitors.
  10. What characteristics would seem to highly influence the rate of adoption of this product?

 

  1. Questions about the Organization’s Current Pricing:
  2. Complete the price model for a specific product of this organization. Explain your reasoning.
  3. Does the organization use more of a profitability, volume, competitive, prestige or not-for-profit pricing objective?
  4. In recent years, has the organization used more of a skimming, penetration, every-day-low-pricing, or competitive pricing strategy?
  5. Discuss the demand elasticity for this product as well as the specific things that influence it.
  6. Is bundling used as a pricing tactic?

 

  1. Questions about the Organization’s Current Promotion:
  2. Complete the promotion model for this organization. Explain your reasoning.
  3. Does the organization use more product or institutional advertising?
  4. Do the organization’s promotional efforts aimed more at middlemen or end consumers?
  5. What is the organization’s primary promotional message?
  6. What kinds of promotional media does the organization use?

 

  1. Questions about the Organization’s Current Distribution (Place):
  2. Complete the supply chain model for a specific product of this organization. Try to be as accurate as you can relative to organizations providing that good or service.  Explain your reasoning.
  3. Is the good/service distributed intensely, selectively, or exclusively?
  4. Does the organization use multiple marketing channels?

 

  1. Questions about the Organization’s Current Environmental Influences:
  2. What are key environmental influences that organizations in this industry face?

 

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