Task2: Strategy Phase: Situational Analysis In this task you will complete the Situational Analysis. Use the guide in the Important Documents to develop your document. The Situational Analysis Should include: Competitive Analysis Company Analysis Product Analysis Customer Analysis Market Analysis Complete a thorough analysis for your new venture. To complete this task successfully first work through all learning resource activities:
Watch the Introduction and Understanding Marketing’s Role in the Lynda video series https://www.lynda.com/Business-Skills-tutorials/Understanding-B2B-vs-B2C-marketing/168334/188126-4.html?org=stratford.edu: Marketing Fundamentals (~7 videos That starts with the (Welcome) video to (Underestanding B2B Vs. B2C marketing) video. Competitive Analysis Complete the Competitive Matrix (see PDF template) Draft your competitive analysis section of the final project using the data from the competitive matrix. Company Analysis Research your own company. I chose Apple Draft your company analysis section of the final project. Product Analysis Complete the Feature Benefit Ladder. Draft your product analysis section of the final project using the data from the Feature Benefit Ladder. Customer Analysis Part 1: Research and graph the customer analysis. Use these steps (see Customer Analysis example below): Decide what is a customer. List and gather data about the buying factors (why are people buying this product or service?) Rate buyer’s perception of product or service Rate buyers perception of the competitor’s product or service Part 2: Analyze the buying process Part 3: Now you are ready to draft your customer analysis section for the final project using the data from the your graph and research. I have uploaded an Example of the Customer analysis in the Marketing file below. Market Analysis Part 1: Identify customer types for your product. Part 2: Draft your market analysis section for the final project’s marketing plan. You are now ready to add all your information to the Marketing Plan Template and upload below. You should complete the Marketing Plan Template’s Sectional Analysis. This will include: Competitive Analysis Company Analysis Product Analysis Customer Analysis Market Analysis Add any graphs or diagrams you used in coming to your conclusions. Upload below.
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