Marketing Overview

Situation "where are we now"

1) Marketing Environment

2) Market Opportunity

3) Organization's resources

Market

§ Who are the customers?

§ Who are the competitors?

§ Why is our product purchased?

§ How is the product purchased?

§ Where are our customers located?

§ Etc...

Economic

§ Analyze demand: How much will customer buy at different prices during a given period of time? We need to recommend pricing strategies that may/may not result in high margins, but will result in long-term growth.

Ш Determinants of demand: 1) Needs and wants of buyers

2) Customers ability to buy

3) Customers Willingness to buy

§ Competition

Ш Assess the intensity of competition and the form - i.e. price or non-price (product differentiation, promotion, or channel strategy) Assume that the proposed products will be cost effective and have high margins.

§ Research other System Management consulting firms for competitive information to determine product gaps or possible product extensions for existing products.

§ Identify possible strategic partnerships and potential brand enhancement.

Market Opportunity

§ Build upon their solid brand name and solid customer equity.

§ Identify needs of customers and potential customers

§ What basic needs do our products or services satisfy?

§ What share of the market do we currently have?

§ What are the competitive products and services - not just those of direct competitors but other products and services that satisfy similar needs?

Organization's Resources

§ Could