25 pages

Please download to get full document.

View again

of 25
All materials on our website are shared by users. If you have any questions about copyright issues, please report us to resolve them. We are always happy to assist you.
Chapter 8 The Marketing Plan McGraw-Hill/Irwin Entrepreneurship, 7/e Copyright © 2008 The McGraw-Hill Companies, Inc. All rights reserved. Industry Analysis ‡ Provides sufficient knowledge of the external environment that can affect marketing strategy decision making. ± Begins with broadest-based assessment (national) and then proceeds to local market analysis. ‡ Information can be gathered through: ± Secondary sources. ± Market research initiatives (Primary sources). ‡ Benefits: ± Entre
  The Marketing Plan McGraw-Hill/IrwinEntrepreneurship, 7/e Copyright © 2008 The McGraw-Hill Companies, Inc. All rights reserved. Chapter 8  Industry Analysis Provides sufficientknowledge of the externalenvironmentthat can affect marketing strategydecision making.  ±Begins withbroadest-based assessment(national)and then proceeds tolocal market analysis. Information can begatheredthrough:  ±Secondarysources. ±Market research initiatives (Primarysources). Benefits:  ±Entrepreneur can understand the industryopportunity and threatsand itscompetitors¶strengths and weaknesses.  Compe tit o r Analysis Document current strategies of primarycompetitors, then;The information can be utilized to formulate themarket positioning strategy.This analysis:  ±Enlightens entrepreneurs. ±Provides a solid basis for marketing decisionmaking.  Ass e ss me nt of    Compe tit o r Mark e ting Strat e gi e s andStr  e ngths and W e akn e ss e s Compe tit o r A Compe tit o r B Compe tit o r  CP r  o duct/S e rvic e Strat e gi e s P ricing Strat e gi e sDistributi o nStrat e gi e s P r  omo ti o nStrat e gi e sStr  e ngths andW e akn e ss e s
Related Search
We Need Your Support
Thank you for visiting our website and your interest in our free products and services. We are nonprofit website to share and download documents. To the running of this website, we need your help to support us.

Thanks to everyone for your continued support.

No, Thanks