marketing plan part 4

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Marketing 8e

Part 2 Marketing Plan Worksheet: Analyzing Marketing Opportunities 1

Part 2 Analyzing Marketing Opportunities Worksheet

NAICS

NAICS code for your industry

MARKETS

List consumer markets:

Consumer Market Internet capabilities of market

1.

2.

3.

4.

5.

6.

List business markets:

Business Market Internet capabilities of market

1.

2.

3.

4.

5.

6.

Identify most important market to your business:

Lamb Hair McDaniel Your Product or Service Offering

Marketing 8e

Part 2 Marketing Plan Worksheet: Analyzing Marketing Opportunities 2

Rationale for choosing this market:

TARGET MARKET SEGMENT

Describe target market (check all that apply):

Gender

Family Life-Cycle

Age

Class

Ethnicity

Male Married Seniors Capitalist White

Female Single Baby Boomer Upper Middle African American

Divorced Generation X Middle Asian American

Widowed Generation Y Working Hispanic American

Parent Children Working Poor Native American

No children Underclass Other

Size of market

Growth rate of market

Spending power of market

Geographics:

Lamb Hair McDaniel Your Product or Service Offering

Marketing 8e

Part 2 Marketing Plan Worksheet: Analyzing Marketing Opportunities 3

Psychographics:

In your industry, what differentiates market for e-business from market for traditional business?

If you have physical store, will you encourage customers to shop on-line?

Yes No

Rationale:

POSITIONING GRID

Is technology the most important factor to your firm? Yes No

If not, what is?

Identify 2 competitive advantages you must command in order to succeed:

1.

2.

Lamb Hair McDaniel Your Product or Service Offering

Marketing 8e

Part 2 Marketing Plan Worksheet: Analyzing Marketing Opportunities 4

Plot positioning grid for these 2 factors

Is your offering too close to a competitor? Yes No

Strategy for putting distance between you:

Are there places on the grid where consumer wants and needs are unsatisfied?

Yes No

Can your firm fill those gaps with e-business? Yes No

If not, will you modify offering to fill them? Yes No

Rationale:

Lamb Hair McDaniel Your Product or Service Offering

Marketing 8e

Part 2 Marketing Plan Worksheet: Analyzing Marketing Opportunities 5

MARKETING RESEARCH

Who will conduct MR? Independent firm In-house MR

What kind of research will you do? (check all that apply)

Quantitative Qualitative Primary Secondary

List critical questions to which you need answers:

1.

2.

3.

4.

5.

6.

Will you use the Internet as MR tool? Yes No

Information gathering techniques to be used (check all that apply):

Survey Observation Experimentation

In-home interviews Mystery Shopper Describe experiment:

Mall-intercept interviews

One-way mirror

Telephone interviews Traffic counting

Executive interviews Other

Focus groups Scanner-Based

On-line focus groups Market basket data

Mail surveys Info-Scan

On-line surveys Behavior Scan

Other Other

Lamb Hair McDaniel Your Product or Service Offering

Marketing 8e

Part 2 Marketing Plan Worksheet: Analyzing Marketing Opportunities 6

COMPETITIVE INTELLIGENCE

List companies associated with this product group:

1.

2.

3.

4.

5.

6.

How many companies are in the same industry as you?

List major magazines and other publications in this industry:

1.

2.

3.

4.

5.

6.

Who are the reporters studying this industry?

•

•

•

•

•

•

Summary of articles written recently on this industry or product group:

Lamb Hair McDaniel Your Product or Service Offering

Marketing 8e

Part 2 Marketing Plan Worksheet: Analyzing Marketing Opportunities 7

List Web sites specific to this industry:

1.

2.

3.

4.

5.

6.

Who are the leading experts in this industry?

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•

•

•

•

•

List job openings posted on competitors’ Web sites:

1.

2.

3.

4.

5.

6.

Conclusions you draw about competition from posted job openings:

Key elements of competitors’ mission statements:

•

•

•

•

•

•

Lamb Hair McDaniel Your Product or Service Offering

Marketing 8e

Part 2 Marketing Plan Worksheet: Analyzing Marketing Opportunities 8

Conclusions you draw about competition from mission statements:

Will use the following competitive intelligence resources (check all that apply): Salespeople Experts CI consultants Government agencies UCC filings Suppliers Periodicals Yellow pages Trade Shows Other

  1. Text1: Car Tracking
  2. Text2: 517919
  3. Text9: Business to business
  4. Text10: Capable of accessng the internet
  5. Text11: Industrial
  6. Text12: Capable of accesing the internet
  7. Text13: Professional services
  8. Text14: Capable of accesing the internet
  9. Text15: Government agencies
  10. Text16: Capable of accesing the internet
  11. Text17: Financial services
  12. Text18: Capable of accesing the internet
  13. Text19: Intermediaries
  14. Text20: Capable of accesing the internet
  15. Text21: Transportation services market is the most important for the business.
  16. Text22: Car Tracking
  17. Text23: Lio Tracking company deals with instalation of car tracks. Therefore, the transport services markets best fits the business since car owners will want to track the movement of their vehicles.
  18. Text25: Large
  19. Text27: The business main targets will be the urban areas where there are many cars. it will also target rural areas. The focus will be national wide.
  20. Text28: Car Tracking
  21. Text29: The market will be divided according to the social class and lifestyle of the target customers.
  22. Text30: Car tracking services will most probably depend on the internet. Fleet management will be done online and hence most of the communications and transactions are via e-business platform. In traditional business, it is not possible to do the tracking services effectively.
  23. Text33: Shopping online is more convinient and can reach many customers as compared to physical store.
  24. Text34:
  25. Text36: Car Tracking
  26. Text38: In order to put a distance between the business and competitors, a cost leadership stragety will be applied. The company will ensure top quality at relatively low prices.
  27. Text40: Through e-business, the firm will ensure that the prices are lowered significantly and efficiency is maintained.
  28. Text41: Car Tracking
  29. Text46:
  30. Text47: Car Tracking
  31. Text49: Many
  32. Text52: Lio tracking company sells cellphone enabled car tracking devices. it is product, sales, market and societal oriented. The company's goal is to improve globla vehicle safety and productivity. Its mission is to staple proficiency and maintain competitive improvement. The objective is to curb vehicle loss, avoid losses in fleet business, eliminate reckles driving and maintain good car conditions. The company strengths are transparency, wide range of experts, rapid actions, variety of products, strong management and traffic partnership. Its weaknesses are the high levle of competition, loopholes, increasing demand overwhelming its supply, cost of production is high. Major competitors in the business are Toyota Corp, Ford, Teletrack, Matrix and Starcom. Lio Company is well positioned to handle global marketing and hence extend its compeition.
  33. Text53: Car Tracking
  34. Text57: From the job openings, it can be concluded that most competitors are focusing on increasing sales and increasing innovation. The organizations are also aiming at increasing the the quality of services and production.
  35. Text59: Car Tracking
  36. Text60: From the mission statements of competitors, it can be conncluded that most organizations are aimed at ensuring quality services through innovation and technologiocal developments. This will reduce costs and hence increase their profitability and competitiveness.
  37. Text62:
  38. Text24: Lio Tracking Company Competitors High (Efficiency) Low (efficiency) Ford Low (Cost economy)
  39. Text4.0: Retail Markets
  40. Text3.0: Consumer Product Markets
  41. Text5.0: Food an Beverages Markets
  42. Text6.0: Transportation Service Markets
  43. Text7.0: Government Markets
  44. Text8.0: Business Markets
  45. Text3.1: capability based on region and income
  46. Text8.1: High capability
  47. Text7.1: High capability
  48. Text6.1: Capability is relative
  49. Text5.1: Capability is Relative
  50. Text4.1: Capability based on products
  51. Check Box24.0.0.0: Yes
  52. Check Box24.1.1.0.0: Yes
  53. Check Box24.0.1.0.0.1.0.0: Yes
  54. Check Box24.0.1.0.0.2.0.1.2.1: Yes
  55. Check Box24.0.1.0.0.2.0.1.2.5.1.0.0.1.0: Yes
  56. Check Box61.0.0.0: Yes
  57. Check Box61.1.0.1.1: Yes
  58. Check Box61.2.0.1.0: Yes
  59. Check Box43.3.1.0: Yes
  60. Check Box45.0.0.1: Yes
  61. Check Box45.0.0.2: Yes
  62. Check Box46.2: Yes
  63. Check Box46.5: Yes
  64. Check Box45.0.0.6: Yes
  65. Check Box45.0.0.7: Yes
  66. Check Box43.0.0.0: Yes
  67. Check Box43.2: Yes
  68. Check Box42.0: Yes
  69. Text26.0: High growth rate
  70. Text26.1: Moderate
  71. Check Box32.0.0.0.0: Yes
  72. Check Box32.0.0.1.0: Yes
  73. Text35.0: Efficiency. The business must be in position to respond efficiently to calls of stolen cars.
  74. Text35.1: Innovation. The business should be able to increase customer satisfaction by offering innovative services.
  75. Check Box37.0: Yes
  76. Check Box39.0.1: Off
  77. Check Box39.0.0: Yes
  78. Check Box39.1.0.0.0: Yes
  79. Text44.0: Do you own a car?
  80. Text44.1: Do you have measures to ensure securioty for your car?
  81. Text44.3: Would you like to install the car tracking product that enables you to track the car on you cell phone?
  82. Text44.2: Are you aware of car tracking capability using your cell phone?
  83. Text44.4: Do you prefer e-business or traditiomnal business?
  84. Text44.5: Why?
  85. Text50.0: Forbes
  86. Text48.1: Starcom
  87. Text48.0: Ford
  88. Text48.2: Toyota Corp
  89. Text48.3: Tele track
  90. Text48.4: Matrix
  91. Text48.5: Donlen Corporation
  92. Text50.2: LCT Magazine
  93. Text50.1: The Economics
  94. Text50.4: Railinc Magazine
  95. Text50.3: Angie's List Magazine
  96. Text50.5: Consumer Reports Mag
  97. Text51.0: Mainstreet
  98. Text54.0: www.tracker.co.uk
  99. Text54.1: www.government-fleet.com
  100. Text54.2: www.metroonlindirectory.com
  101. Text54.3: www.driverlocate.com
  102. Text54.4: www.gpsinformation.net
  103. Text54.5: www.broeggeriet.dk
  104. Text55.0: Toyota Corp
  105. Text51.1: Consumer Reports
  106. Text51.2: Forbes
  107. Text51.3: Portale Disinfestazione
  108. Text51.4: Fabbrica
  109. Text51.5: M-Track
  110. Text55.1: Ford
  111. Text55.2: Wheels Inc
  112. Text55.3: Teletrack
  113. Text55.4: GPS Insight
  114. Text56.0: Sales representatives
  115. Text56.1: Marketing Manager
  116. Text56.2: ICT managers
  117. Text56.3: Accountants
  118. Text56.4: Operations Managers
  119. Text58.0: Integrity
  120. Text58.1: Quality
  121. Text58.3: Innovation
  122. Text58.2: Competitiveness
  123. Text58.4: Technology
  124. Text58.5: Efficiency
  125. Check Box61.0.0.1.0: Yes