3. Overall corporate strategy and serves as a
guide for specific marketing program and
policies
Based on a situation analysis – detailed
assessment of current market conditions
4. Opportunity Analysis
Market Opportunities – areas where there are
favourable demand trends.
Carefully examining the market place and
noting demand trends and competition and
various market segments
5. CompetitiveAnalysis
Carefully analysing the competition, direct and in-
direct
Marketers must recognize they are competing for
the consumer’s discretionary income therefore
must understand the various ways potential
customers choose to spend their money
Search for the organization’s competitive
advantage
6. A target market is a group of customers
a business has decided to aim its marketing efforts
and ultimately its merchandise towards.A well-
defined target market is the first element of
a marketing strategy.
8. Identifying Markets
Marketer identifies the specific the specific needs
of group of people or segments, selects one or
more of these segments as a target and develop
marketing programs directed to each.
9. Market Segment - a group of customers with a
common need
Bases of segmentation
Geographic – by region or area
Demographic – by age, gender, family size, education,
income, and social class
Psychographic – by personality, and/or lifestyles
Behavioural - by usage, loyalties, or buying responses
Benefit - by basis of of attributes sought in a product
10. Determining how many segments to enter
Market coverage alternatives to consider:
▪ Undifferentiated Marketing –ignoring segment
differences and offering just one product or service
▪ Differentiated Marketing – marketing to a number of
segments developing separate marketing strategies for
each
▪ Concentrated Marketing – firm selects one segment and
attempts to capture a large share of this market
11. Determine which segments offer potential
Selecting the most attractive segment – examine
sales potential, opportunities for growth,
competition, and own ability to compete.
12. Positioning - Image of the product and or
brand relative to competing products or
brands
13. By Product Attributes and Benefits – based
on specific characteristics of the product
By Price/Quality
By Use or Application – specific use or
application
By Product Class – rather than position
against another brand, position against
another product category
By Competitor
By Cultural Symbols
14. Occurs because of declining sales or stagnant
sales
Reinvent the identity of the brand
15. Identify Competitors
Assessing Consumer’s Perception of
competitors
DeterminingCompetitors’ Position
Analysing Consumer Preferences
Making the positioning decision
Monitor the position
