Situation Analysis Memo - Consumer Analysis

Situation Analysis Memo - Consumer Analysis - Situation...

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Unformatted text preview: Situation Analysis Memo – Consumer Analysis Overview: Customer Analysis For
several
reasons,
this
section
is
the
most
important
component
of
your
overall
 Situation
Analysis
because
all
your
communication
and
promotional
strategies
rest
on
 your
ability
to
identify
your
target
market
and
have
an
in‐depth
understanding
of
these consumers.
 
 I
am
outlining
the
information
that
should
be
included
in
this
section
below.
Be
sure
 that
you
provide
a
mix
of
visuals
and
text
to
further
illustrate
your
research.

 
 Remember, PetSmart
has
hired
your
group
to
research
and
further
define
the
term
 “pet
parent.”
Your
team
should
spend
time
in
the
Consumer
Analysis
section
providing justification
for
how
you
have
defined
the
term. Provide secondary sources and possible quotes from our guest speaker to rationalize your decision. 
 Keep
 in
 mind
 that
 all
 primary
 research
 will
 be
 conducted
 with
 individuals
 that
 comprise
your
target
audience.
Try
not
to
limit
yourself
too
much
in
terms
of
how
 you
will
recruit
participants.
 
 NOTE:
All
data
for
U.S.
only.
All
data
for
the
pet
industry
only!
 Consumer Analysis It will be up to your team how to plan to present the information you have gathered. I would start with a broad discussion o f consumers overall (maybe pet owners in general, how many pet owners in the US, etc.) and move to a more specific discussion & definition of “pet parents.” It is your job to figure out what is the best info to relay to your client this semester. Target Audience Identification You
and
your
team
should
only
address
the
variables
that
can
be
addressed
without
 primary
research
–
typically
the
demographic,
psychographic,
and
geographic
variables. Remember,
many
of
the
remaining
variables
will
be
addressed
in
the
primary
research
 component
of
your
 overall
Research
Report.
 MarketResearch.com
Report
 You
are
very
lucky
in
that
MarketResearch.com
has
provided
your
team
with
a
very
useful
 document.
Numerous
tables
and
figures
are
available
that
pertain
to
consumers
for
your
client
 and
industry.
Note:
Many
of
these
tables
focus
on
Simmons
data
from
2008.
These
tables
 provide
current,
up
to
date
info
that
should
be
used
in
your
Consumer
Analysis
section. Also, it is your responsibility to take advantage of most up-to-date and relevant information from MarketResearch.com. 
 
 Simmons
Runs

 Use
the
Simmons
runs
posted
on
Blackboard
in
the
“Simmons”
folder
(inside
the
Situation
 Analysis
folder)
to
address
key
variables.
 
 More
Outside
Secondary
Research
 Your
team
is
also
required
to
find
at
minimum
5
or
more
outside
sources
for
identification
and
 description
of
the
target
market
of
“pet
parents.”
It
is
your
job
to
“dig
a
bit
deeper”
here.
 Especially
of
interest,
seek
out
articles
that
can
provide
insight
into
any
emotional/relationship
 habits
and
behaviors
of
the
target
audience.
 
 I
would
strongly
suggest
including
information
here
that
is
related
to
the
cause
related
marketing side
of
the
case
at
hand.
Think
about
“pet
parents”
and
relevance
of
some
of
the
cause-related efforts
taking
place
now.
Try
to
find
industry
sources
on
these
efforts
and
positive
outcomes
 associated
with
pet
owners/parents.

 Summary
Consumer
Insight
Based
on
Secondary
Research
 Looking
at
all
the
information
that
you've
presented
in
your
Consumer
Analysis,
your
final
step
is to
provide
a
summary
(no
longer
than
a
half
a
page).
Perhaps
you
see
a
few
main
points
that
 you
want
to
have
as
a
subheading
with
a
paragraph
companion
discussion
to
explain
your
 observation.
Keep
in
mind
that
this
summary
will
transition
your
reader
to
the
next
section
after the
Situation
Analysis
–
the
Quantitative
Research.

 
 Final
Checklist
Before
Submission

 Reference
the
Situation
Analysis
Score
Sheet
for
further
details.
 
 Double
Check:

Have
you
included
the
source(s)
for
each
table/visual
that
you
created?
 Double
Check:
Are
all
of
your
visuals
(tables,
figures,
graphs,
etc.)
created
professionally…
titles,
 numbers,
easy
to
read,
sourced?
Are
they
referenced
in
the
text
of
your
document?
 YOU DO NOT HAVE TO PRINT SOURCES GIVEN ON BLACKBOARD FOR INCLUSION IN YOUR GROUP’S THREE-RING SOURCE BINDER. ...
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This note was uploaded on 09/30/2011 for the course PR 340 taught by Professor Dr.hong during the Fall '11 term at University of Tennessee.

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