Reading help

Marketing

· Product or Service?

· If product: Product, Price, Place, Promotion (Consider whether consumer/industrial goods, durability of product,…)

· At what stage of the product life cycle is this market? Are we dealing with a new product category or a mature and well-established one?

· If service: what is the process of delivery? What are the qualifications of the service staff (in direct contact with customers)?

· How large is the market for the product/service? Is it growing or shrinking?

· What are the major forces influencing demand for this product/service?

· Is demand of product/service consistent over time? Does the demand fluctuate sharply or in response to temporal or cyclical factors?

· Can the organization satisfy the demand in the market?

· Who are the competitors serving this market and what are their market shares? How and why have these shares been changing over time?

· Are customers loyal to your product/brand?

· How is the market for this product/service segmented?

· What are the demographic characteristics of customers and potential customers in this market? Consider customer’s willingness to pay.

· Are there any major customer needs or wants which are not currently being satisfied?

· Is it difficult for customers to switch from your product to competitor’s products?

· How closely does the product/service match the need of the market?

· How well do the activities of the organization drive demand?

· How well do the activities of the organization ensure that the product/service is available to the customer at the moment and location of need?

· How would you rate the after-sales service and/or warranty services of the organization?

Collaborators and External Relationships:

· What types of relationships exist? Duration? For what services?

· Whose strengths best complement those of the organization?

· How will each partner benefit from a strategic alliance?

· What are the risks & rewards of collaboration?