MKT501 - Strategic Marketing Module 5 - SLP - 10041

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The following outline for your SLP serves two purposes:

 

 

 

1.    As you find information on a product/brand for the aspects of your analysis of the Strengths, Weaknesses, Opportunities, and Threats faced by the product/brand listed as activities for SLPs 1 through 4, you will know how to categorize that information.

 

2.    It guides the organization of what you reported as Strengths, Weaknesses, Opportunities, and Threats faced by the product/brand you studied in SLPs 1 through 4 into your final SLP.

 

As indicated above, your goal for SLP5 is put the information you gathered and reported for SLPs 1 through 4 and what you gather for the remaining sections into a complete SWOT analysis for the product/brand you studied in SLPs 1 through 4.  Your SWOT analysis should use the following topics as headings.

 

Product/Brand Analyzed

 

 Financials:

 

1.    Sales

 

2.    Costs

 

3.    Contribution to Overhead and Profit (Sales – Costs)

 

4.    Investment needed to generate Sales (Turnover Ratio = Sales / Investment)

 

5.    Margin earned on Sales (Contribution to Overhead and Profit = Margin (or Overhead and Profit] / Sales

 

6.    Return on Investment (Turnover x Margin)

 

7.    Market Share

 

 Summary:

 

1.    Major Strengths of the Product/Brand

 

2.    Major Weaknesses of the Product/Brand

 

3.    Major Opportunities faced by the Product/Brand

 

4.    Major Threats faced by the Product/Brand

 

Strategies

 

1.    Marketing

 

2.    Market Segmentation

 

3.    Target Marketing

 

4.    Mass Marketing

 

5.    Mass Customization

 

6.    Product

 

7.    Promotion

 

8.    Distribution

 

9.    Pricing

 

Marketing Environments

 

1.    Competition (Current)

 

2.    Competition (Future) - Substitutes

 

3.    Buyer Decision-Making and Behavior

 

4.    Economy

 

5.    Financing

 

6.    Personnel

 

7.    Politics – Government – Legislative – Legal - Barriers to Market Entry

 

8.    Socio-Cultural

 

9.    Suppliers

 

10.Technology

 

Marketing Research

 

 

 

 

 

Resources

 

Marketingteacher.com (2008).  Lesson store.
Available on October 19, 2009 at
http://www.marketingteacher.com/Lessonstore.htm

 

Look at Financial Statements for Marketing
Available on October 19, 2009 at
http://marketingteacher.com/lesson-store/lesson-marketing-and-finance.html
This web page links to the following financial statements used by and/or contributed to by marketing

 

The Balance Sheet
http://marketingteacher.com/lesson-store/lesson-balance-sheet.html

 

The Profit and Loss Statement
http://marketingteacher.com/lesson-store/lesson-profit-and-loss.html

 

The Cash Flow Statement
http://marketingteacher.com/lesson-store/lesson-cashflow.html

 

And look at the following overview on conducting a Marketing Audit. (SWOT Marketing Analysis).
Available on October 19, 2009 at
http://marketingteacher.com/lesson-store/lesson-marketing-audit.html
This web page explains that
(1) Internal to the firm forces that determined the financial health of a product or company
(2) Exernal to the firm forces that determine the financial health of a product or company with examples of Opportunities and Threats, and, at the very bottom of that web page,
(3) Contains links to examples of SWOT marketing analyses.

 

 

 

Expectations for Your SWOT Marketing Analysis

 

 

 

Product/Brand Analyzed 

 

It is expected that you will state the name of product/brand you are analyzing and state the name of the company that owns that product/brand.

 

 

 

Financials:

 

1.    Sales ($’s and % of the sales of all the products of the division of the company that owns the product/brand).

 

2.    Costs ($’s)

 

3.    Contribution to Overhead and Profit (Sales – Costs in $’s and % of the contributon of all the products of the division of the company that owns the product/brand).

 

4.    Investment needed to generate Sales (Turnover Ratio = Sales / Investment)

 

5.    Margin earned on Sales (Contribution to Overhead and Profit = Margin (or Overhead and Profit] / Sales

 

6.    Return on Investment (Turnover x Margin)

 

7.    Market Share

 

It is expected that you will uncover and report information on the recent (e.g. over the last 5 to 10 year) financial performance of your product/brand.  Since some of the financial information at the product/brand level is proprietary, it is expected that you will be able to report some, but not all, of the above financials.

 

 

 

Summary:

 

1.    Major Strengths of the Product/Brand

 

2.    Major Weaknesses of the Product/Brand

 

3.    Major Opportunities faced by the Product/Brand

 

4.    Major Threats faced by the Product/Brand

 

It is expected that you will present what you feel are the major strengths and weaknesses of the product/brand with your justification of why, out of all its strengths and weaknesses, you picked those strengths and weaknesses.  Similarly, it is expected that you will present what you feel are the major opportunities and threats faced by the product/brand with your justification of why, out of all the opportunities and threats the product/brand faces, you picked those opportunities and threats.

 

 

 

Marketing Environments

 

1.    Competition (Current)

 

2.    Competition (Future) - Substitutes

 

3.    Buyer Decision-Making and Behavior

 

4.    Economy

 

5.    Financing

 

6.    Personnel

 

7.    Politics – Government – Legislative – Legal - Barriers to Market Entry

 

8.    Socio-Cultural

 

9.    Suppliers

 

10.Technology

 

It is expected that you will present how each of the above environmental factors poses a threat to the financial future of the product/brand and/or is not a threat because of the strength of the product/brand.  It is also expected that you will present how each of the above environmental factors poses an opportunity to strengthen the financial future of the product/brand.

 

 

 

Strategies

 

1.    Marketing

 

2.    Market Segmentation

 

3.    Target Marketing

 

4.    Mass Marketing

 

5.    Mass Customization

 

6.    Product

 

7.    Promotion

 

8.    Distribution

 

9.    Pricing

 

It is expected that you will present how each of the above strategic factors poses a threat to the financial future of the product/brand and/or is not a threat because of the strength of the product/brand.  It is also expected that you will present how each of the above strategic factors poses an opportunity to strengthen the financial future of the product/brand.

 

 

 

Marketing Research

 

It is expected that you will present the primary marketing research you conducted as part of your SWOT marketing analysis is this section.

 

 

 

 

 

Solution Description

 

The following outline for your SLP serves two purposes:

 

 

 

1.    As you find information on a product/brand for the aspects of your analysis of the Strengths, Weaknesses, Opportunities, and Threats faced by the product/brand listed as activities for SLPs 1 through 4, you will know how to categorize that information.

 

2.    It guides the organization of what you reported as Strengths, Weaknesses, Opportunities, and Threats faced by the product/brand you studied in SLPs 1 through 4 into your final SLP.

 

As indicated above, your goal for SLP5 is put the information you gathered and reported for SLPs 1 through 4 and what you gather for the remaining sections into a complete SWOT analysis for the product/brand you studied in SLPs 1 through 4.  Your SWOT analysis should use the following topics as headings.

 

Product/Brand Analyzed

 

 Financials:

 

1.    Sales

 

Attachments
MKT 501 Module 5 - SLP.docx
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