MARK4210 Class 5 Situation Analysis beforeclass [Compatibility .pdf

Situation Analysis
MARK4210 Spring 2018

Situation Analysis
(Customer, Competitor, Company)
Market Selection
(Segmentation, Targeting, Positioning)
Marketing Mix Formulation
(Product, Pricing, Distribution, Promotion)
- Quantitative Analysis
- Consumer Behavior
Simulation Game
PharmaSim
Elements of Marketing Strategy Fundamentals Application
Course Roadmap

Today’s Agenda

Situation Analysis

Caselet

Situation Analysis

Effective marketing strategies are based on solid
understanding of internal and marketing environments
Source: Marketing Analysis Toolkit: Situation Analysis, Steenburgh & Avery, Harvard Business School


Analyze direct and indirect product benefits to assess which
attributes are important to consumers

Distribution of consumer needs provides important input
into segmentation and targeting decisions

Important to understand the needs/values the product
fulfills/delivers for consumers
5C’s : Customer Analysis

Types of customer values
5C’s: Customer Analysis
Source: Capon’s Marketing Framework, Capon, Wessex Publishing

5C’s: Customer Analysis

Types of customer values

Economic value

Provide financial benefits such as lower price or lower
overall costs for customers

Functional value

Products and services that provide tangible benefits and
values that serve specific functions

Psychological value

Typically satisfy status, affiliation, reassurance, risk and
security needs
Source: Capon’s Marketing Framework, Capon, Wessex Publishing


Understand the financial aspects

e.g., revenue model, prices/margins, costs/expenses

Know your organizational components

e.g., management structure, corporate culture

Analyze your business model

Product/service offerings

Core competencies
5C’s: Company Analysis
Source: Marketing Analysis Toolkit: Situation Analysis, Steenburgh & Avery, Harvard Business School


What are your core competencies?

Know your core competencies -- a deep proficiency that
enables a company to deliver unique value to customers
5C’s: Company Analysis
Source: Porter, Competitive Strategy: Techniques for Analyzing Industries and Competitors ;
Operational Excellence Product Leadership Customer Intimacy
Providing customers with
reliable products or services
at competitive prices and
delivered with minimal
difficulty or inconvenience
Offering customers leading-
edge products and services
that consistently enhance the
customer’s use or application
of the product
Catering to customer needs,
tailoring product offerings,
building close relationships
with customers