Analysis for Marketing Planning

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Analysis for Marketing Planning

• Market Sensing
• Industry Analysis
• Competitor Analysis

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What is Market Sensing?
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Industry Analysis

• Why is industry analysis an essential component
  of marketing planning?

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Market Attractiveness

• Is the industry sufficiently attractive to
  warrant investment in it?

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What are the Bases for Industry Analysis?
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Attractiveness to Entrants
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Competitor Analysis

• Assess current objectives
• Assess current strategies
• Assess capabilities
• Assess commitment

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Ben JerrysWhile we and others certainly
would have pursued our mission as an independent
enterprise, we hope that, as part of Unilever,
Ben Jerrys will continue to expand its role
in society, co-founders Cohen and Jerry
Greenfield said in a statement following the
announcement that Unilever had bought Ben
Jerry's for 326 million.
How does Ben Jerrys mission fit with corporate
objectives?

• Richard Goldstein, president of Unilever Foods
  North America, said he hopes the
• company will continue on its social mission. In
  fact, Ben Jerrys Cohen and
• Greenfield will serve as caring capitalism
  ambassadors, traveling to Unilever
• outposts worldwide and preaching the gospel of a
  three-part mission social
• concerns, product quality and profits, said Ben
  Jerrys CEO Perry Odak.
• Much of the success of the Ben Jerrys brand
  is based on its connections to
• basic human values, and it is our hope and
  expectation that Ben Jerrys
• continues to engage in these critical, global
  economic and social missions,
• Unilevers Goldstein said.

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Tools for Competitor Analysis

• Competitive grid
• Compares your firm and major competitors on
  assets and skills most relevant to competitive
  strength.

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Competitive Grid of American and Japanese Luxury
Cars in U.S. Market
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• Competitive product analysis
• Compares tactical strategies of competitive brands

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Competitor A Brand 1Ka Competitor B Brand 1Ka Your Firm Brand 1Ka
Product Quality Value Chain Benefits Target segment Who Where When Why Place Distribution method Distribution coverage Promotion Total effort () Methods Advertising Strategy/copy Media Timing Total effort () Price Retail To trade Technological strategy
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• Competitive capability assessment

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Competing Firm A B C D Your Firm
Ability to conceive design Technical human resources Funding Ability to produce Physical human resources Ability to finance Debt/liquidity Cash flow Budget system Ability to market Sales force Distribution Service sales policies Advertising Human resources Funding Ability to manage Key people Decision process Planning Staffing Organization structure
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• Expected competitive behavior/response analysis

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Product Form Competitors A B C D E Product Category Competitors A B C D E
Objective Strategy Mix elements Product Price Advertising Promotion Distribution Environmental change Overall demand Regulatory Competitive strategy change 1. (e.g., new product) 2. (e.g., price cut)