SITUATION ASSESMENT

Market Mix (4 Ps)PRODUCT

Product features and characteristics Characteristics that make the product different than

the competitors Typical product size, shape and form Product performance, product ratings and evaluations

PLACE (distribution)

Where the product is sold Packaging characteristics, various packaging

forms Manufacturing and distribution structure (what

type of retailers are used i.e., convenience store, hyper market, home center, online store, etc.)

Information about the sales force and sales people

PROMOTION Advertising activities Promotion activities Social media activities Sampling and trial activities Branding activities Joint advertising and collaboration

activities

PRICE Typical price range for the major

product If the product is priced as premium or

economy or mainstream Cost per unit  

SWOT AnalysisSTRENGTHS

What makes your brand better than other similar brands?

Do you have a better business model, better production method, a better brand image, etc. than competitors?

Think about the strengths of your brand in terms of 4ps: pricing advantage, performance and features advantage, promotion or marketing capability advantages and advantages of your distribution capacity.

Other strengths: patents, business and media connections, financial resources, a unique business model, small-size or big player advantage, labor capacity, etc.

WEAKNESSES What are the weaknesses of your brand

(awareness, brand image, consumer barriers, operations, etc.) ?

What are the things that your customers are not happy about or ask more about?

What are the main reasons people who are aware of your brand choose to buy a competitor brand?

What are the disadvantages you have that some other brands don’t have?

Is there any competitor who has a better image, better business model, better price, better distribution, etc.?

OPPORTUNITIES Are there any new technologies that can be used

by your brand? Is there anything new that consumers demand? Can any of your strengths or weaknesses be

turned into an opportunity by a small amount of investment?

What are the resources, product features, etc. that you haven’t utilized yet?

Is there any existing or emerging market segment you haven’t served yet or you can better serve?

 

THREATS

Are there any new trends, social concerns that are bad for your brand?

Are there new competitors? Are there competitors that are utilizing effective marketing techniques?

Are there new products or substitute products or new product forms that are offered in the market?

Are there any possibilities for the increase of the cost, distribution problems or your product being obsolete?

  

Sample Perceptual Map

B

C

D

A

X

High

Low

Low High

What can be high and low?- Price vs. quality- Convenience vs. variety- Kids&adults vs.

nutritious&tasty- Prestige vs. sporty- Enjoyment vs. effectiveness