Situation Analysis

SWOT Analysis

Segmentation & Target Marketing

Positioning

Elizabeth Taylor QuilliamOctober 22, 2007

Company: Navway

Competition

Customer

Community

Social, cultural, and economic influencesDeterminations of the futureChanges in technologyDemographic trends

Community

Consumer needs and decision-making process

Demographic, psychographic profiles Target markets:

To segment or not to segmentTargeting specific segmentsPositioning

Customer

What is an industry? Products Types of customers Geography Stage in the production-distribution pipeline

Competitive rivalry Threat of new entrants Bargaining power of customers and suppliers Threat of substitute products/services

Competition

Need to consider:NumberRelative sizeCompetitive prowess

Competition

Physical resources Financial resources Human resources Organizational resources Other considerations – legal, regulatory

Company- Navway

Company: Navway

Community

Customer

Competition

SegmentingSegmenting:: grouping customers or prospects according to common characteristics, needs, wants or desires

TargetingTargeting:: analyzing, evaluating and prioritizing the market segments deemed most profitable to pursue

PositioningPositioning:: the standing of a brand in comparison with its competitors in the minds of customers, prospects, and other stakeholders

Customer

Identify needs (benefits) of individual consumers

Group consumers into homogeneous subgroups based on their needs profile

Identify factors related to these subgroups

Select target markets Develop position for product within

selected subgroups

Sufficient size and market potential Is it worth it?

Measurability of market potential Can we measure the difference?

Reachability or accessibility Can we reach them?

Differences in market response Will they buy in different ways?

Durability Will the difference last long enough to be

profitable?

Geographic Demographic Psychographic Behavioral

- Age - Education- Gender - Religion- Family size - Race- Family life cycle - Nationality- Income - Social class- Occupation

LifestylesAttitudes, Interests, and Opinions (AIO)

Product specific Generalized

People taking control of their circumstances Approaching an action Making judgments about information

Demographic clues to lifestyles Personality

Levels of optimism, intellectual ability, etc.

DefinitionLocation of brand in consumer’s mindSelection of category in which the brand

competes and the basis on which it differentiates itself

Means of linking brand to the product category and either the user or the attribute/ benefit

Directs entire marketing mix

Attribute Price and quality Use or application (occasion) Product user Product class Competitor

Identify relevant competitors Measure consumer perceptions Determine competitor positions (map)

Two dimensions: Emotional and rational

Identify relevant competitors Measure consumer perceptions Determine competitor positions (map)

Two dimensions: Emotional and rational Analyze consumer needs

Is there an available opening? Select desired positioning for your brand Implement program to support the

positioning Monitor consumer perceptions of the

positioning

And now … strategic focus