or services unique? Do current products or services fail to What value is brought to customers? bring value to customers? Opportunities Threats What is the unique opportunity that What are the tactics that competitors the company is trying to take use to pursue customers? advantage of? What are the strengths of the Does the target market have any and or emerging company’s biggest unfulfilled needs that the company can competitors? satisfy? In what ways are the competitors’ Are there emerging target markets products or services superior to the with needs that the company can offerings? company’s satisfy? How are competitors likely to respond Are there ways the company and its to any changes in the way the competitors can benefit by working company markets? together? Is the company behind in adopting Are there opportunities for new technologies for marketing? collaborating with customers to build Describe any ways in which brand presence? international competitors are taking Describe and analyze if market away market share? demand is increasing? What do customers dislike about the Are there changes in the government company? regulations that will affect the Describe and analyze if market company? demand is decreasing? Describe any emerging global issues that will affect the company? Mission, Objectives & Goals State the mission or business purpose: what the organization wants to achieve, in terms. (Example: mission could create happiness by providing the Disney’s be, “We finest in entertainment for people of all ages.) List 1-3 objectives that move the organization a step closer to achieving the mission. (Example: A Disney objective could be, be the most popular theme park for international “To visitors.”) Convert objectives into specific marketing goals that are easy to measure and evaluate. (Example: Our goal is to increase market share of international theme park visitors by 10% in the next two years.”)
or services unique? What value is brought to customers? Do current products or services fail to bring value to customers? Opportunities Threats What is the unique opportunity that the company is trying to take advantage of? Does the target market have any unfulfilled needs that the company can satisfy? Are there emerging target markets with needs that the company can satisfy? Are there ways the company and its competitors can benefit by working together? Are there opportunities for collaborating with customers to build brand presence? Describe and analyze if market demand is increasing? Are there changes in the government regulations that will affect the company? Describe any emerging global issues that will affect the company? What are the tactics that competitors use to pursue customers? What are the strengths of the company’s biggest and or emerging competitors? In what ways are the competitors’ products or services superior to the company’s offerings? How are competitors likely to respond to any changes in the way the company markets? Is the company behind in adopting new technologies for marketing? Describe any ways in which international competitors are taking away market share? What do customers dislike about the company? Describe and analyze if market demand is decreasing? Mission, Objectives & Goals State the mission or business purpose: what the organization wants to achieve, in terms. (Example: Disney’s mission could be, “We create happiness by providing the finest in entertainment for people of all ages.) List 1-3 objectives that move the organization a step closer to achieving the mission. (Example: A Disney objective could be, “To be the most popular theme park for international visitors.”) Convert objectives into specific marketing goals that are easy to measure and evaluate. (Example: Our goal is to increase market share of international theme park visitors by 10% in the next two years.”)