Assignment

Text Book: Marketing Strategy, Ch. 3: Collecting and Analyzing Marketing Information

1. Read Ch. 3 of Marketing Strategy: Text and Cases.

Consider the following as you read:
How decision making and planning depends on how well a marketer conducts a Situation Analysis.
How a firm can successfully conduct market research with a modest or nonexistent budget.

2. Issues to Be Considered in a Situation Analysis

3. CONDUCTING A SITUATION ANALYSIS

4. A Framework for Analyzing the Internal Environment.

5. The Expanded 5W Model for Customer Analysis.

Text: Marketing Strategy, Ch. 4: Developing Competitive Advantage and Strategic Focus

6. Read Ch. 4 of Marketing Strategy: Text and Cases.

Consider the following as you read:

Why a SWOT Analysis is considered one of the most vital tools in analyzing marketing data and information.

How marketing professionals can uncover competitive advantages and guide strategic focus for the firm's marketing strategy.

7. Directives for a Productive SWOT Analysis.

8. SWOT-DRIVEN STRATEGIC PLANNING

9. DEVELOPING AND LEVERAGING COMPETITIVE ADVANTAGES

10. Describe one of the external factors from the external environment (used in situational analysis). Please use an example in your discussion.

11. Conducting marketing research is an important part of developing the marketing strategy. What are the advantages and disadvantages of conducting primary research? What are some examples of primary research methods? Also, has anyone participated in, or conducted primary research? If so, please share your experience with the class!