Subject background 5

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Marketing Research

par charlie siau

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One overriding aim - to develop the brand

SWOT analysis

opportunities/threats analysis

strength/weakness analysis

Strategic plans

A risk assessment

creation of 'plan B'

A selling plan

the billing procedures and accounting mechanisms

roles and responsibilities of the sales force

information systems for monitoring sales

merchandising materials

development of relationships with the distribution network

targets for areas and offices

Key elements of the marketing mix

the distribution channels

advertising and promotional plans

pricing

features and benefits

Target markets

geographical areas

product areas

types of customers

Objectives for each business unit

increase profitability

introduce new products

grow market share

Subject background 5

Other analyses

Organizational issues

integration of sales and marketing operations

attraction of talented marketers

Product life cycles

Financial information

consider profit margins

External audit

Examine market trends

Conduct new market research

Internal audit

Consider company-specific critical factors

Benchmark

business practice -> mission

competitive position

business process against competitors

Distibution channel