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What is the company mission and overall business objectives

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Reference no: EM132506318

I. Situation Analysis

a. Internal Environment

Question i. What is the company's mission and overall business objectives?

Question ii. What resources does the company have that make them unique?

Question iii. How is the marketing function organized (centralized? By brand or category? By market?)

b. External Environment

Question i. What is the overall domestic and global market for the product? What is the approximate market share?

Question ii. Who are the competitors? What are their marketing strategies?

Question iii. How does the economic environment affect demand for the product?

Question iv. What is happening in the social and cultural environment that affects the product?

Question v. What is happening in the legal and regulatory environment?

Question vi. How does the technological environment affect the business?

c. SWOT Analysis

Question i. Based on our understanding of the internal and external environments, what are the key opportunities and threats for the marketing of the brand?

II. Target Market

Question a. Describe the current target market(s) for the product. What segmentation variables are used to divide the market?

Question b. What type of targeting strategy is used? (undifferentiated, concentrated, differentiated)

Question c. Research additional information about this (these) target markets that would be helpful in improving the marketing mix. A business librarian may be useful in finding appropriate sources of information.

Reference no: EM132506318

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