*Use brand Ecoya*
Basic on NZ market
Keeping the strategic review of the organisation (Assignment 1) in mind, you will now analyse the organisation’s market environment and competitive positioning.
Based on the outline below, develop your this first part of the marketing plan in the form of a proposal.
Section One: Analyse the organisation’s market environment
This section will presents information regarding the organisation’s current situation with respect to the marketing environment, the current target market(s), and the firm’s current marketing objectives and performance.
” Conduct an (macro) – environmental analysis (PEST)
” Identify industry trends (Porter’s Five Forces)
” Analyse organisational resources / Identify core competencies (internal analysis)
” Analyse customers and competitors (external analysis)
Section Two: Bring together internal and external analysis in a SWOT.
Section Three: Set the marketing objectives and core strategy (overall strategy direction) based on the environmental analysis, SWOT, and overall corporate goals of the organisation.
Section Four: Analyse, evaluate and identify potential target markets
“Where is the organisation to compete?”
This section looks at future target markets. Two key dimensions will influence the selection:
1. The relative attractiveness of each potential segment
2. The strength of the organisation to serve that potential market segment
Section Five: Finding ‘points of difference’ and ‘positioning’ the product/service
This section discusses how the organisation will establish a competitive advantage
(“How is the organisation to compete?”). You will need to analyse a minimum of two different potential sources of competitive advantage.
Key will be to identify bases that offer the most potential for defensible positioning (sustainable competitive advantage).