Paper Three: SWOT, Target Market, Positioning

MKTG 241Due: March 8, 2012

25 points

Paper Three: SWOT, Target Market(s) and Positioning

Strengths, Weaknesses, Opportunities and Threats◦Conduct a SWOT Analysis – using data from

environmental, competitive and customer analysis

◦Outline your conclusions and implications for your marketing strategy

 

SWOT Analysis

Strengths

Weaknesses

Opportunities

Threats

Internal to your business

External to your business

Target Market Description and Analysis◦ Identify and describe your target market segment(s) using

segmentation variables.◦ Size and growth rate: What are the important and potentially

important submarkets? What are their size and growth characteristics? What are the driving forces behind sales trends?

◦ Profitability: For each major submarket or target market, consider: 1) is the segment likely to be profitable? 2) How intense will be the competition be? 3) How attract will this market be now and in the future?

◦ Cost Structure: What are the major costs and value-added components required for the market?

◦ Distribution systems: What distribution channels are needed to address the market?

◦ What are the trends in the market?◦ What are the key success factors for the market?

Marketing Strategy◦Marketing objectives and relationship to overall

corporate (or enterprise) objectives◦Identify key strategies issues such as:

Value proposition and competitive advantage Positioning relative to the competition