Learning objectives chapter 5 analyzing marketing opportunities
Download
1 / 13

Learning Objectives Chapter 5: Analyzing Marketing Opportunities - PowerPoint PPT Presentation


  • 180 Views
  • Uploaded on

Learning Objectives Chapter 5: Analyzing Marketing Opportunities. Define the terms situation, market, and feasibility analysis. Explain the relationship and differences between situation, market, and feasibility analysis. Explain the five benefits of doing a situation analysis.

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about 'Learning Objectives Chapter 5: Analyzing Marketing Opportunities' - emily


An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
Learning objectives chapter 5 analyzing marketing opportunities
Learning Objectives Chapter 5: Analyzing Marketing Opportunities

  • Define the terms situation, market, and feasibility analysis.

  • Explain the relationship and differences between situation, market, and feasibility analysis.

  • Explain the five benefits of doing a situation analysis.

  • List in order and describe the steps in a situation analysis.


Learning objectives chapter 5 analyzing marketing opportunities1
Learning Objectives Chapter 5: Analyzing Marketing Opportunities

  • List in order and describe the six major steps in a market analysis.

  • List and describe the four additional steps in a feasibility analysis.


Situation analysis
Situation Analysis

A study of the marketing strengths, weaknesses, and opportunities of an existing business or other type of organization.


Market analysis and feasibility analysis
Market Analysis and Feasibility Analysis

  • Market Analysis

    A study of the potential demand for a new hospitality or travel business. It determines if market demand is large enough.

  • Feasibility Analysis

    A study of the potential demand and economic feasibility of a business; it includes a market analysis and a few additional steps.


Relationship of situation market and feasibility analyses
Relationship of Situation, Market and Feasibility Analyses

  • The relationship among these three techniques is chronological (time).

  • The situation analysis should build upon the findings of the market or feasibility analysis.

  • Each situation analysis should build upon the previous year’s situation analysis.


Three analysis techniques are related over time
Three Analysis Techniques are Related over Time

Situation Analysis #3

Situation Analysis #2

Situation Analysis #1

Market or Feasibility Analysis

Time


Difference between a situation and a market or feasibility analysis
Difference between a Situation, and a Market or Feasibility Analysis

  • A situation analysis determines the strengths and weaknesses of an existing organization or business.

  • A market or feasibility analysis investigates a proposed new business and its market potential and economic feasibility.


Difference between a situation and a market or feasibility analysis1
Difference between a Situation, and a Market or Feasibility Analysis

  • Situation and market analysis have same steps, but in a different order.

  • Market and feasibility analysis have the same first six steps, but the feasibility analysis involves four additional steps.


Benefits of doing a situation analysis
Benefits of Doing a Situation Analysis Analysis

  • Focuses attention on strengths and weaknesses.

  • Assists with long-term planning.

  • Helps in the development of marketing plans.

  • Puts a priority on marketing research.

  • Has spin-off benefits.


Steps in a situation analysis
Steps in a Situation Analysis Analysis

  • Marketing environment analysis

  • Location and community analysis

  • Primary competitor analysis

  • Market potential analysis

  • Services analysis

  • Marketing position and plan analysis


Steps in a market analysis
Steps in a Market Analysis Analysis

  • Marketing environment analysis

  • Market potential analysis

  • Primary competitor analysis

  • Location and community analysis

  • Services analysis

  • Marketing position and plan analysis


Difference between situation and market analysis

SITUATION ANALYSIS Analysis

Marketing environment

Location and community

Primary competitor

Market potential

Services

Marketing position/plan

MARKET ANALYSIS

Marketing environment

Market potential

Primary competitor

Location and community

Services

Marketing position/plan

Difference between Situation and Market Analysis


Four additional steps in a feasibility analysis
Four Additional Steps in a Feasibility Analysis Analysis

The six steps in a market analysis plus:

  • Pricing analysis

  • Income and expense analysis

  • Development cost analysis

  • Analysis of return on investment and economic feasibility


ad