Analyzing Marketing Opportunities

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Analyzing Marketing Opportunities

• Part II Where Are We Now?

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Agenda

• Introduction
• Situation Analysis
• Advantages
• Steps
• Additional Analyses
• Market
• Feasibility

3
Introduction

• Research and Analyses
• Key to Marketing Success
• Ongoing
• Feasibility
• Concept
• Design
• Operating

4
Introduction

• Three of Five Levels of Analysis
• Situation
• Existing
• Annual
• Market
• New
• Potential
• Feasibility
• Market
• Economic
• Other

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Agenda

• Situation Analysis
• Advantages
• Steps

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Situation Analysis

• Advantages
• Focus on SWOT
• Forrest Through the Trees
• Annual Checkup
• Assist LT Planning
• Keep Current
• Environmental Trends

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Situation Analysis

• Advantages
• Priority on Market Research
• Opportunities
• Customer Satisfaction Levels
• Competitors
• Past Success
• Spin-Off Benefits
• SWOT
• Community Profile
• Market Environmental Factors
• Historical Record

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Situation Analysis

• Steps
• Marketing Environment Analysis
• Levels
• Internal
• External Business and Industry
• External Marketing
• Requires
• Research
• Judgment
• Forecasting

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Situation Analysis

• Steps
• Marketing Environment Analysis
• Includes
• Economy
• Culture and Society
• Government
• Technology
• Population Demographics

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Situation Analysis

• Steps
• Location and Community Analysis
• Of Particular Importance
• Proximity
• Accessibility
• Visibility
• Two-Part Process
• Inventory Community Assets
• Assess Community Trends

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Situation Analysis

• Steps
• Primary Competitor Analysis
• Large Share of Market in Target
• Many Sources of Information
• Analyze Marketing Promotions
• Sample
• Observe

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Situation Analysis

• Steps
• Market Potential Analysis
• Steps
• Research Questions
• Secondary Data
• Primary Methodology
• Collect Primary
• Analyze
• Conclusions and Recommendations
• Report

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Situation Analysis

• Steps
• Market Potential Analysis
• Questions
• Who are Customers?
• What are Their Needs?
• Where Work, Live, Play, Buy?
• When Buy?
• Who Buys?
• How Buy?
• How Many Customers?
• How Feel About Us and Competitors?

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Situation Analysis

• Steps
• Market Potential Analysis
• Customers
• Past Customer Analysis
• Source of New Business
• Repeat Buyers
• Referrals
• Relationship Marketing
• Data Mining
• Potential Customers

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Situation Analysis

• Steps
• Market Potential Analysis
• Service Analysis
• Inventory
• Inspect
• Evaluate
• Marketing Position and Plan Analysis

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Agenda

• Additional Analyses
• Market
• Feasibility

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Additional Analyses

• Market
• Market Environment Same
• Market Potential
• Forecast Market Size and Growth
• Estimate Share
• Primary Competitor Same
• Location and Community
• Market Related
• Site Related
• Other

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Additional Analyses

• Market
• Services Analysis
• Format and Quality of Service
• Facility Design
• Marketing Position and Plan Analysis
• Research and Judgment
• Niche

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Additional Analyses

• Feasibility
• Price Analysis
• Competition
• Thresholds
• Elasticity
• Income and Expense Analysis
• Pro Formas
• Secondary Data
• SWAG

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Additional Analyses

• Feasibility
• Development Cost
• Capital Budget
• Multi-faceted Team
• ROI