1. SITUATION ASSESMENT

2. Market Mix (4 Ps)
PRODUCT
 Product features and characteristics
 Characteristics that make the product different than
the competitors
 Typical product size, shape and form
 Product performance, product ratings and evaluations
PLACE (distribution)
 Where the product is sold
 Packaging characteristics, various packaging
forms
 Manufacturing and distribution structure (what
type of retailers are used i.e., convenience store,
hyper market, home center, online store, etc.)
 Information about the sales force and sales
people
PROMOTION
 Advertising activities
 Promotion activities
 Social media activities
 Sampling and trial activities
 Branding activities
 Joint advertising and collaboration activities
PRICE
 Typical price range for the major product
 If the product is priced as premium or
economy or mainstream
 Cost per unit

3. SWOT Analysis
STRENGTHS
 What makes your brand better than other similar
brands?
 Do you have a better business model, better production
method, a better brand image, etc. than competitors?
 Think about the strengths of your brand in terms of 4ps:
pricing advantage, performance and features advantage,
promotion or marketing capability advantages and
advantages of your distribution capacity.
 Other strengths: patents, business and media
connections, financial resources, a unique business
model, small-size or big player advantage, labor
capacity, etc.
WEAKNESSES
 What are the weaknesses of your brand (awareness,
brand image, consumer barriers, operations, etc.) ?
 What are the things that your customers are not
happy about or ask more about?
 What are the main reasons people who are aware of
your brand choose to buy a competitor brand?
 What are the disadvantages you have that some
other brands don’t have?
 Is there any competitor who has a better image,
better business model, better price, better
distribution, etc.?
OPPORTUNITIES
 Are there any new technologies that can be used by your
brand?
 Is there anything new that consumers demand?
 Can any of your strengths or weaknesses be turned into
an opportunity by a small amount of investment?
 What are the resources, product features, etc. that you
haven’t utilized yet?
 Is there any existing or emerging market segment you
haven’t served yet or you can better serve?
THREATS
 Are there any new trends, social concerns that are
bad for your brand?
 Are there new competitors? Are there competitors
that are utilizing effective marketing techniques?
 Are there new products or substitute products or
new product forms that are offered in the market?
 Are there any possibilities for the increase of the
cost, distribution problems or your product being
obsolete?

4. Sample Perceptual Map
B
C
D
A
X
High
Low
Low High
What can be high and low?
- Price vs. quality
- Convenience vs. variety
- Kids&adults vs. nutritious&tasty
- Prestige vs. sporty
- Enjoyment vs. effectiveness