Lamb Hair McDaniel Kapoor Klaise Appleby

MKTG, Canadian Edition

Your Product or Service Offering

Part 2 Analyzing Marketing Opportunities Worksheet

NAICS
NAICS code for your industry

MARKETS
List consumer markets:
Consumer Market

Internet capabilities of market

1.
2.
3.
4.
5.
6.

List business markets:

Business Market

Internet capabilities of market

1.
2.
3.
4.
5.
6.
Identify most important market to your business:

Part 2 Marketing Plan Worksheet: Analyzing Marketing Opportunities

Copyright 2010 by Nelson Education Ltd.

Lamb Hair McDaniel Kapoor Klaise Appleby

MKTG, Canadian Edition

Your Product or Service Offering

Rationale for choosing this market:

TARGET MARKET SEGMENT

Describe target market (circle all that apply):
Gender

Family LifeCycle

Age

Class

Ethnicity

Male

Married

Seniors

Capitalist

English Canadian

Female

Single

Baby Boomer

Upper Middle

French Canadian

Divorced

Generation X

Middle

Asian Canadian

Widowed

Generation Y

Working

African Canadian

Parent

Children

Working Poor

Native Canadian

Underclass

Other

No children

Size of market
Growth rate of market
Spending power of market
Geographics:

Part 2 Marketing Plan Worksheet: Analyzing Marketing Opportunities

Copyright 2010 by Nelson Education Ltd.

Lamb Hair McDaniel Kapoor Klaise Appleby

MKTG, Canadian Edition

Your Product or Service Offering

Psychographics:

In your industry, what differentiates market for e-business from market for
traditional business?

If you have physical store, will you encourage customers to shop on-line?
Yes

No

Yes

No

Rationale:

POSITIONING GRID
Is 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 Opportunities

Copyright 2010 by Nelson Education Ltd.

Lamb Hair McDaniel Kapoor Klaise Appleby

MKTG, Canadian Edition

Your Product or Service Offering

Plot positioning grid for these 2 factors

Is your offering too close to a competitor?

Yes

No

Strategy for putting distance between you:

Are there places on grid where consumer wants and needs unsatisfied?
Yes

No

Can your firm fill those gaps with e-business?

Yes

No

If not, will you modify offering to fill them?

Yes

No

Rationale:

Part 2 Marketing Plan Worksheet: Analyzing Marketing Opportunities

Copyright 2010 by Nelson Education Ltd.

Lamb Hair McDaniel Kapoor Klaise Appleby

MKTG, Canadian Edition

Your Product or Service Offering

MARKETING RESEARCH
Who will conduct MR?

Independent firm

In-house MR

What kind of research will you do? (circle all that apply)

Quantitative

Qualitative

Primary

Secondary

List critical questions to which you need answers:

1.
2.
3.
4.
5.

Will you use the Internet as MR tool?

Yes

No

Information gathering techniques to be used (circle all that apply):

Survey

Observation

Experimentation

In-home interviews

Mystery Shopper

Describe experiment:

Mall-intercept interviews

One-way mirror

Telephone interviews

Traffic counting

Executive interviews

Other

Focus groups

Scanner-Based

On-line focus groups

Market basket data

Mail surveys

Info-Scan

On-line surveys

Behavior Scan

Other

Other

Part 2 Marketing Plan Worksheet: Analyzing Marketing Opportunities

Copyright 2010 by Nelson Education Ltd.

Lamb Hair McDaniel Kapoor Klaise Appleby

MKTG, Canadian Edition

Your Product or Service Offering

COMPETITIVE INTELLIGENCE
List 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?

Summary of articles written recently on this industry or product group:

Part 2 Marketing Plan Worksheet: Analyzing Marketing Opportunities

Copyright 2010 by Nelson Education Ltd.

Lamb Hair McDaniel Kapoor Klaise Appleby

MKTG, Canadian Edition

Your Product or Service Offering

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:

Key elements of competitors mission statements :

Part 2 Marketing Plan Worksheet: Analyzing Marketing Opportunities

Copyright 2010 by Nelson Education Ltd.

Lamb Hair McDaniel Kapoor Klaise Appleby

MKTG, Canadian Edition

Your Product or Service Offering

Conclusions you draw about competition from mission statements:

Will use the following competitive intelligence resources (circle all that apply):

Salespeople
Government agencies
Periodicals

Experts

CI consultants

Trade Shows

Suppliers

Yellow pages

Other

Part 2 Marketing Plan Worksheet: Analyzing Marketing Opportunities

Copyright 2010 by Nelson Education Ltd.