marketing management

For your particular industry analysis, if there is information in the template that you think is unavailable or irrelevant, or if there is information you wish to add that is not in the template, please contact me in a timely manner. Parts 1, 2, 3, and 4 can be included in the document in any order. Part 5 must be the last major part of the paper. Do not duplicate information across the various sections of the template. 

Perform an External and Internal Environmental Analysis  

External environment yields opportunities and threats  
Internal environment yields strengths and weaknesses – focus on things that contribute most to market success  

Perform a Competitor Analysis  

Identify and analyze the three most important direct competitors  
Identify other current and potential direct competitors 
Identify current and potential indirect competitors 

Perform a Market/Submarket Analysis – current and high potential  
Perform a Customer Analysis – current and high potential  
Provide a Comprehensive Strategy Assessment  

Describe each key competitor’s current positioning/marketing strategy  
What are each key competitor’s major sources of competitive advantage  
What additional sources of competitive advantage could each develop in the future 
Select one competitor for further focus, then provide 

New positioning and accompanying new marketing strategies that you recommend for it 
Why you recommend these particular strategies 
How these strategies would be implemented 
How their success should be measured

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