14 Aug Lamb Hair McDanielMKTGYour Product or Service OfferingPart 2 Analyzing Marketing

Lamb Hair McDanielMKTGYour Product or Service OfferingPart 2 Analyzing Marketing Opportunities WorksheetNAICSNAICS code for your industryMARKETSList consumer markets:Consumer MarketInternet capabilities of market1.2.3.4.5.6.List business markets:Business MarketInternet capabilities of market1.2.3.4.5.6.Identify most important market to your business:Part 2 Marketing Plan Worksheet: Analyzing Marketing Opportunities1Lamb Hair McDanielMKTGYour Product or Service OfferingRationale for choosing this market:TARGET MARKET SEGMENTDescribe target market (circle all that apply):GenderFamily LifeCycleAgeClassEthnicityMaleMarriedSeniorsCapitalistWhiteFemaleSingleBaby BoomerUpper MiddleAfrican AmericanDivorcedGeneration XMiddleAsian AmericanWidowedGeneration YWorkingHispanic AmericanParentChildrenWorking PoorNative AmericanUnderclassOtherNo childrenSize of marketGrowth rate of marketSpending power of marketGeographics:Part 2 Marketing Plan Worksheet: Analyzing Marketing Opportunities2Lamb Hair McDanielMKTGYour Product or Service OfferingPsychographics:In your industry, what differentiates market for e-business from market fortraditional business?If you have physical store, will you encourage customers to shop on-line?YesNoYesNoRationale:POSITIONING GRIDIs technology the most important factor to your firm?If not, what is?Identify 2 differential advantages you must command in order to succeed:1.2.Part 2 Marketing Plan Worksheet: Analyzing Marketing Opportunities3Lamb Hair McDanielMKTGYour Product or Service OfferingPlot positioning grid for these 2 factorsIs your offering too close to a competitor?YesNoStrategy for putting distance between you:Are there places on grid where consumer wants and needs unsatisfied?YesNoCan your firm fill those gaps with e-business?YesNoIf not, will you modify offering to fill them?YesNoRationale:Part 2 Marketing Plan Worksheet: Analyzing Marketing Opportunities4Lamb Hair McDanielMKTGYour Product or Service OfferingCUSTOMERSUse matrix to describe customers:On-line customersCharacteristicOff-line customersAGEETHNICITYLOCATION (S)INCOMEBUYING HABITSSATISFACTIONAVG. $ PER TRANSACTIONAVG. # ITEMS PER TRANSACTIONWILLINGNESS TO DIVULGEINFORMATIONVISITS TO SITE/STORE PER MONTHOTHER:Explain substantial differences between the two customer types:MARKETING RESEARCHWho will conduct MR?Independent firmIn-house MRWhat kind of research will you do? (circle all that apply)QuantitativeQualitativePrimaryPart 2 Marketing Plan Worksheet: Analyzing Marketing OpportunitiesSecondary5Lamb Hair McDanielMKTGYour Product or Service OfferingList critical questions to which you need answers:1.2.3.4.5.6.Will you use the Internet as MR tool?YesNoInformation gathering techniques to be used (circle all that apply):SurveyObservationExperimentationIn-home interviewsMystery ShopperDescribe experiment:Mall-intercept interviewsOne-way mirrorTelephone interviewsTraffic countingExecutive interviewsOtherFocus groupsScanner-BasedOn-line focus groupsMarket basket dataMail surveysInfo-ScanOn-line surveysBehavior ScanOtherOtherINFORMATION COLLECTIONIdentify information you will collect from visitors and customers:InformationVisitorsNameYesAddressYesCustomersNoNoYesYesPart 2 Marketing Plan Worksheet: Analyzing Marketing OpportunitiesNoNo6Lamb Hair McDanielMKTGYour Product or Service OfferingPhoneYesNoYesNoE-MailYesNoYesNoGenderYesNoYesNoIncomeYesNoYesNoEducationYesNoYesNoEthnicityYesNoYesNoWill you sell the information to a third party?YesNoWrite your on-line privacy policy:Will you use your Internet site as a CRM tool?YesNoIf yes, describe how:Will you use your Internet site as a one-to-one social media tool?YesNoIf yes, describe how:Part 2 Marketing Plan Worksheet: Analyzing Marketing Opportunities7Lamb Hair McDanielMKTGYour Product or Service OfferingWill you create an e-marketplace around your offering?YesNoWill you create an e-zine around your offering?YesNoFor e-mailings, will you require customers to:Opt inOpt outCOMPETITIVE INTELLIGENCEList companies are associated with this product group:1.2.3.4.5.6.How many companies are in the same industry as you?List major magazines and other publications in this industry:1.2.3.4.5.6.Who are the reporters studying this industry?Part 2 Marketing Plan Worksheet: Analyzing Marketing Opportunities8Lamb Hair McDanielMKTGYour Product or Service OfferingSummary of articles written recently on this industry or product group:List Web sites specific to this industry:1.2.3.4.5.6.Who are the leading experts in this industry?List job openings posted on competitors’ Web sites:1.2.3.4.5.6.Conclusions you draw about competition from posted job openings:Part 2 Marketing Plan Worksheet: Analyzing Marketing Opportunities9Lamb Hair McDanielMKTGYour Product or Service OfferingKey elements of competitors’ mission statements :Conclusions you draw about competition from mission statements:Will use the following competitive intelligence resources (circle all that apply):SalespeopleGovernment agenciesPeriodicalsExpertsCI consultantsUCC filingsSuppliersYellow pagesTrade ShowsOtherPart 2 Marketing Plan Worksheet: Analyzing Marketing Opportunities10

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