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This document outlines the steps in analyzing a case study: [1] analyze the current external and internal situation by identifying threats, opportunities, strengths and weaknesses; [2] identify the specific marketing problem; [3] formulate, evaluate and record alternative courses of action; [4] select, implement and record the chosen course of action. It provides examples of applying these steps to case studies on sales turnover and a maturing product life cycle.
This document outlines the steps in analyzing a case study: [1] analyze the current external and internal situation by identifying threats, opportunities, strengths and weaknesses; [2] identify the specific marketing problem; [3] formulate, evaluate and record alternative courses of action; [4] select, implement and record the chosen course of action. It provides examples of applying these steps to case studies on sales turnover and a maturing product life cycle.
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This document outlines the steps in analyzing a case study: [1] analyze the current external and internal situation by identifying threats, opportunities, strengths and weaknesses; [2] identify the specific marketing problem; [3] formulate, evaluate and record alternative courses of action; [4] select, implement and record the chosen course of action. It provides examples of applying these steps to case studies on sales turnover and a maturing product life cycle.
Copyright:
Attribution Non-Commercial (BY-NC)
Verfügbare Formate
Als PPT, PDF, TXT herunterladen oder online auf Scribd lesen
Steps in Analyzing Case • Analyze and Record the Current Situation – Threats, Opportunities – Strengths, Weaknesses • Identify the Marketing Problem(s) facing Management • Formulate, Evaluate and Record Alternative Courses of Action • Select, Implement, and Record Chosen Course of Action Steps in Analyzing Case • Analyze and Record the Current External Situation – How complete is the analysis of threats and opportunities? • Competition? • Size and needs of Customers? • Size and growth of Industry? • Impact of Economy, Culture, Political, Legal, Technological, Demographic Conditions? Steps in Analyzing Case • Analyze and Record the Current Internal Situation – How complete is the analysis of strengths and weaknesses? – Are the following strengths or weaknesses? • Target Market? • Product? Positioning? • Promotion? • Price? • Distribution? Steps in Analyzing Case • Identify Marketing Problem (Problem which can be solved by manipulating marketing mix). Hint: Formulate as a question. – Is it main problem or secondary? Can it be related to company’s goals? Is it broad enough to pose several alternatives/ Identify Marketing Problem • Problem: Sales people are leaving the company – Causes: • Improper training • Unfair compensation • Bad product • Unrealistic quotas – Symptoms • High turn over rate • High training costs Identify Marketing Problem
• Problem: In mature stage of product life
cycle – Causes • Maturing needs and wants – Symptoms: • Increased Competition • Price Warfare • More Regulation Steps in Analyzing Case • Identify Alternatives – What alternatives were provided? – What alternatives are missing? Steps in Analyzing Case • Evaluate Alternatives – Use quantitative (breakeven, market potential) and qualitative criteria (goodwill, customer satisfaction) – Use same criteria across all alternatives Steps in Analyzing Case • Select Alternative – Pick alternative that best reaches marketing goals – Make recommendation • Specific • Clear • Actionable Situation Analysis - External • What is your evaluation of external analysis? • Threats •? •? • Opportunities •? •? Situation Analysis - Internal • What is your evaluation of external analysis? • Strengths –? –? • Weaknesses –? –? What is the Problem Facing Decision Makers? What is their objective?
• What is your evaluation of statement of
problem? – Why? – What is the problem? What are the alternatives provided for solving the Problem Facing Decision Makers?
• What is your evaluation of alternative
provided? Why? – What alternatives were provided? – What alternatives are missing? How well are these Alternatives evaluated?
• How well are these Alternatives
evaluated? – Which criteria used? How good is the recommendation? • What is your evaluation of recommendation? – Why? – Can it be implemented? – What’s missing?