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This template is designed for the analysis and planning phases of marketing strategy development.  You research and understand the product and/or organization before using this document.  By working through the first half of the template, you will develop a comprehensive customer, competitor, organizational and environmental analysis.  This sets the stage for an effective strategy planning discussion.  Remember:  Strategy is often inaccurate until the analysis phase is satisfactorily completed. The rest of the document is designed for the actual strategy development phase of marketing planning and should be used only after the analysis is complete. By working through these pages you will develop a comprehensive plan for a successful business and marketing strategy. 1. Economic Growth and Stability – How do economic factors affect this market, product and our customers? Consider factors that are relevant (recession, prosperity, employment level, interest rates, inflation rate, median family income, stock market performance, etc…) 2. Political Trends and Legal and Regulatory Factors – What governmental issues affect our product, industry, and customers? Are there elections, legislative proposals, or legal issues that will affect our strategies? How? 3.  Technology Issues – What are the technology trends that are affecting this industry and product? How has technology affected our customers, competitors and operations? 4. Cultural Trends – What general attitudes, beliefs, and values are affecting this industry and product? How does our product and industry fit with cultural issues of concern to our customers and non-customers? 5. Corporate Citizenship Expectations – How do norms and obligations expected in the business context and relationships affect our industry, customers, and products? Consider employee and consumer rights, environmental issues, and community concerns. COMPETITOR ANALYSIS (who are your primary competitors?) A. Four Levels of Competition 1. Brand Competition (involves products of the same type; very similar attributes) 2. Product Competition (relates to products in same general category) 3. Generic Competition (fulfills same general need/want) 4. Total Budget Competition (competes for same consumer dollar) Product Similarities to your product Differences from your product Competitive edge over your product Deficiencies relative to your product Positioning of the competitor Pricing Strategies Promotion Strategies Placement/Distribution Strategies CUSTOMER ANALYSIS (who is going to buy what you’re selling?) 1. Who are they? (demographics, socioeconomics, geographic location, buyers vs. users, current and potential customers) 2. What will they do with your product or service? (product benefits, pr

oduct uses, complementary products, heavy vs. light users) 3. Where will they buy? (physical location, type of store, type of distribution channel) 4. When will they buy? (seasonality, emergency situation, family life cycle, process, budget cycle, effect of promotional strategy) 5. Why and how will they buy? (motivations, attitudes, psychographics, customer value, payment methods, problem solving methods, individual or group decision-making) 6. Why will your potential customers buy? (not aware, don’t like, wrong marketing mix, etc…) 7. Will they buy again?  Tell me why. Capabilities Analysis  (what are capabilities in the following categories?) 1. To Conceive and Design 2.  To Actually Produce 3. To Market 4.  To Manage 5.  To Finance 6. What is Your Will and Intensity to Succeed? A. Strengths B. Weaknesses C. Opportunities D. Threats (Goals and objectives are defined by customer needs and organizational needs and thus, result from a thorough analysis.  Goals are broad, inspirational statements. Objectives focus on results and are stated with a time frame in mind. Both should be achievable, use resources wisely, but also stretch the organization and its people to a higher level.) What are your goals? (product and service quality, brand image, customer attitudes and opinions, social performance etc.)  Usually stated in terms. What are your objectives? (market share, # of customers, # of units delivered/sold, # of prospects reached, # of prospects converted to customers, profits, other measures)  Usually stated in terms. Product Strategy a.  Recommendations for Product(s) (how does product help reach marketing objectives?) b. Recommendations on Tangible and Intangible Elements of Product c. Brand, Packaging, Warranty/Guarantee, Returns/Allowance Elements Pricing Strategy a. Actual Value and Pricing Policy (how does price help reach marketing objectives?) b.  Environmental influences on pricing policy (what affects this price?) c. Competitor actions/reactions to pricing policy Placement and Distribution Strategy a.  Distribution Outlets/Retailer Activities (how does this help reach marketing objectives?) Promotion and Integrated Marketing Communications Strategy a.  Theme of campaign(s)  (To communicate what? How does it support the marketing strategy and help reach marketing objectives?) b.  Personal Selling Activities (person to person activities that support marketing strategy) c.  Advertising Activities (paid-for mass communications that support marketing strategy) d.  Sales Promotion Activities (customer and employee incentives that support marketing strategy) e.  Public Relations/Publicity Activities (non-paid mass communications that support marketing strategy) f.   Packaging Activities (if applicable)