This document provides an overview of marketing analysis and consumer analysis. It discusses strategic vs tactical marketing, the marketing environment, marketing research, consumer and organizational markets, segmentation, targeting and positioning. It then outlines 11 steps in marketing analysis, including mission identification, situation analysis, objective setting, and strategy evaluation. It discusses different marketing strategies like cost leadership, differentiation and focused strategies. Finally, it covers the marketing micro environment including a company's suppliers, intermediaries, customers, competition and publics, as well as the marketing macro environment.

1. Empowerment
technology
PREPARED BY : ELLA JOY AMARO. DATE: 10/ 15/2018
GRADE12 ABM-1
VICTORIAS NATIONAL HIGH SCHOOL.

2. market opportunity analysis
and consumer analysis
 Strategic marketing vs. tactical marketing.
 Marketing environment.
 Marketing research.
 Consumer and organizational markets.
 Segmentation, targeting, and positioning.

3. steps in marketing in marketing analysis
and consumer analysis
step1:mission identification
the company situation statement is articulated. A mission
statement what an organization is, why it exist, its reason for being its primary
costumers.
step2: situation analysis
this steps assesses and evaluates the market,
costumers, competitors, and the company internal and external.
Step:3 objective setting
objectives are marketing targets that are specific,
measurable, attainable realistic and time bound(SMART).

4. Step4:marketing strategy development
the development of a marketing strategy involves in market segmentation,
Identification of a target market ,positioning, selection of broad marketing strategies.
Step5:strategy evaluation
after the strategy is developed, periodic monitoring and evaluation are needed .
Cost leadership
this is a strategy primarily for achieving low cost leadership among industry
Competitors cost leadership can be achieved through low cost supply contracts.
Differentiation
differentiation seeks to achieve superior product attributes, and features that are
different from industry competitors .
Focused
efforts are concentrated on a relatively small but profitable market.
the development of products and services primarily ensures that the needs and wants of this
market are addressed and that satisfaction is provided.

5. Cost leadership, differentiation, and focused
strategies may be implemented through the
following sub categories of strategies
1.Forward integration
this involves gaining ownership or increased control over
distribution or retailers.
2.Backward integration
this involves ownership or increased control over suppliers
3.Horizontal integration
this involves purchase of or increased control over competitors.
4.Market penetration
the objective of this strategy is in increased market share of
current products or services in current markets through greater and more
extensive marketing efforts.

6. 5. Market development
this strategy involves the introduction of existing products or services into a new geographical
area of a market.
6.Product development.
this strategy involves the improvement of current products or services or the new
development of new
Products with the purpose of increasing sales.
7.Related diversification .
this involves introducing new but related products or services.
8.Unrelated diversification
this involves introducing new but related products or services.
9.Retrenchment
this involves halting or reversing declining sales and profits through cost or asset reduction.
10.Divesitture
this involves selling all of a company’s assets, in parts of an organization.
11. Liquidation
this involves setting all of a company’s assets, in parts or as a whole, for their tangible worth.

7. MARKETING MICRO ENVIRONMENT
1.The company
marketing maybe the lifeblood of an organization, but it cannot
exist independently of other organizational functions.
2.Suppliers
suppliers provide raw materials , utilities, labor capital ,and
equipment. the availability and prizes of these supplies should be
monitored.
3.Market intermediaries
intermediaries are channels that link the organization to its
costumers.
4.Costumers
costumers create a demand for products and services They can
either be costumers or end- users business or organization.

8. 5. Competition
the demand for a company products and services is affected by the nature and
Intensity of competition.
6. Publics
publics may include any individual with an actual or potential interest
in the company and its products or services.
Identifying strengths and weaknesses
strengths and weaknesses can be controlled or uncontrollable. the factors present
Within the company are within the firms control. the five other forces (suppliers,
Market intermediaries ,costumers competition, and the various publics)are essentially
Uncontrollable although they are within the sphere of the company’s influence.

9. Marketing macro invironment
Economic macro- environment
the economic micro environment represents economic factors
that can directly affect an organization.
political and legal macro environment
the political macro environmental includes both political and legal factors.
A highly uncertain political situation, such as an impending national election, may affect the
stability of business.

10. THANKS FOR
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