01 Case Analysis

7/24/2019 01 Case Analysis

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Market Analysis andStrategy


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Agenda

Marketing Analysis & Strategic Planning

Essential Elements (5Cs, STP, 4Ps)

Situation Analysis / Strategy / Marketing Mi

!se Claritas Pri"m to #etter understand Colum#us $ie% !SA Today Case Study

iscuss %'at %e need to kno% to deelo amarketing lan *or t'e Colum#us Cliers+

Teams %ill %ork toget'er to generate a list o* uestionst'at need to #e ans%ered and otential sources


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Marketing Strategy

-noles t'e allocation o* resourcesto deelo and sell roducts orserices t'at consumers %ill erceieto roide more valuet'ancometitie goods

.'at isperceived value+


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oundations o* Strategy

A t'oroug' understanding o*0

omestic and glo#al market trends

Models to redict urc'ase andconsumtion

Communication met'ods to reac'

target markets most e1ectiely


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Implementation

in Marketplace

Marketing MixProduct, Price, Place,

Promotion,

Situation AnalysisConsumer

Company

CompetitorsCollaborators

Context

STPSegmentation

Targeting

Positioning


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Situation Analysis

T'e rocess o* analy"ing0

Consumerc'aracteristics & trends

2esources o* t'e Company Current and otential Competitors

Current and otential Collaborators

T'e Contextor enironmental*actors


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Context

(Environment)

Economic

actorsPolitical

actors

Tec!nological

"evelopmentsSocietal

Trends

PEST Analysis


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Situation Analysis0 S.3T

S.3T0

Core strengths+

Current weaknesses+ .'at opportunitieseist+

.'at threatsdo %e *ace+


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Analy"ing S.3Ts

-nternal actors

Strengt's0 Cometitie Adantages2esources

.eakness0 Cometitie isadantages Eternal actors

3ortunities0 Social and economic

conditions and situations t'at look ositieT'reats0 Marketlace conditions t'at

reduce t'e erceied alue o* an o1ering


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Analy"ing S.3Ts

3utsidein ersectie

3ne s'ould consider t'e customerie%oint rat'er t'an relying on internal

6udgments Conduct a #rand audit comaring

manager7s ercetions to emloyee andcustomer ercetions


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Prioriti"ing S.3Ts

!se*ul Criteria0

Realistic damageto #rand relations'isi* a %eakness or t'reat is not addressed

Realistic benefti* a strengt' oroortunity is leeraged

Costo* addressing or leeraging eac'

S.3T Timecomany 'as to address or

leerage eac' S.3T


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Prioriti"ing S.3Ts

2ank eac' S.3T item *rom 8 to 9 according to itsimortance to t'e comany7s o#6ecties (9 : mostimortant) "amage

#$ notaddressed

%ene$it

#$ leveraged

Cost o$&ddressing'

everaging

indo*o$ Time

Total

Strengt!s+ ood dealer relations!ips

#denti$ia-le target

.

.

/

0

0

0

1

0

2

3

eaknesses+

ack o$ -rand a*areness

Small -udget

.0

.0

.

.

./

./

.0

.0

.4

.4

5pportunities+

ood econom6 . / 1 / 7

T!reats+

Esta-lis!ed competition

8e* -rands coming

.0

./

.

.

.0

./

.1

.1

.9

.7


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Prioriti"ed S.3Ts

Strengths Opportunities

Weaknesses Threats

Critical

Need to

e!erage

Need to

Address

Critical

"eale

rs!ip

net*o

rk

#denti$ia-le

Targe

t

8o%rand

&*

areness

Sm

all

%u

dget

,ood

Econom6

Esta-lis!ed

Competitors

8e*

%rands

Coming


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Situation Analysis

Consider t'e situation t'e Colum#usClier7s are currently *acing;

T'e team+ -ts cometitors+

Team colla#orator+

Eisting and otential *ans+

Contet (enironmental *actors and trends)+


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Strategy eeloment

Step 1: Market Segmentation

Process o* identi*ying a grou o* eole

similar in one or more %ays, #ased on aariety o* c'aracteristics and #e'aiors;

Goal:minimi"e ariance %it'in grousand maimi"e ariance #et%een grous


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-denti*ying MarketSegments

%e!avioral

:;eav6 versus ig!t< =sers :4>'/> rule

01 Case Analysis

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