MARKET

PLANNINGSWOT Analysis

Market Segmentation

J SUTHERLAND HERRIMAN HIGH

SITUATIONAL ANALYSIS

Good Marketing begins with good planning

Companies must look critically within to recognize strength and

weaknesses

Must also look for opportunities and threats from outside the

company as well

• External

• Harmful

• External

• Helpful

• Internal

• Harmful

• Internal

• Helpful

Strengths

Weaknesses

ThreatsOpportun

ities

And so

SWOT is

born...

INTERNAL Strengths vs Weaknesses

How the business operates

Company

What does the company do well,

and weak.

Review of the staff

It’s financial situation

Production capabilities

Marketing Mix

Customers

Studying their buying habits.

Who are your customers?

What, when, and how much do they

buy?

How do customers rate the company

Competition

How are you compared to the

competition?

What is the company’s market share?

Are competitors taking business away

from the company?

• Internal

• Harmful

• Internal

• Helpful

Strengths

Weaknesses

EXTERNAL

Competition

Must know what the

competitors are doing at all

times

Changes in a competitor’s

financial situation can provide

opportunities

Environmental Scan

What’s happening in the

world?

Politically

Economic

Socio-cultural

Technological

PEST

Opportunities and Threats

What is happening outside??

• External

• Harmful

• External

• Helpful

ThreatsOpportun

ities

ROMI

MARKET SEGMENTATION

Businesses look for ways to connect with

current and potential customers

They need to know these people well.

Where they live

Their income level

Age

Ethnic background

Activities

Values

Interests

MARKET SEGMENTATION

Marketers analyze groups of customers and break them down to

smaller, more precise clusters.’

For example: Jeans

Who is buying?

At what price?

What special features do they want?

DEMOGRAPHICS

Describe a population based in terms of

personal characteristics Age

Baby Boomers – Born between 1946-1964

Generation X – early 1960s to the early 1980s

Generation Y - early 1980s to the early 2000s

Generation Z - early years of the 2000s to the present

Gender

Income

Marital Status

Ethnic Background

GEOGRAPHICS

Segmentation of market based on where people live

Local

Regional

National

Global markets

For example:

A small restaurant will cater to people who live near by

Coca-Cola and Pepsi are marketed internationally

PSYCHOGRAPHICS

Grouping people with similar lifestyles as well as:

shared attitudes

Values

Personalities

Opinions

How a shared group spends their time and money

BEHAVIORAL

Looking at the benefits desired by the customer

Shopping patterns

Usage rates

For example:

MasterCard research revealed five groups of online

customers:

• Confident core users

• Cautious shoppers

• Mainstream users

• Curious but not convinced

• And technology skeptics

The overriding finding was that enhanced security

influenced purchasing decisions.

COMPLETE SUPER HERO

ASSIGNMENT NOW