Marketing Management SECTION II 7th Edition Marketing Case Analysis menu SECTION II Section Two An Analytical Framework The Current Situation The Environment The Industry The Firm The Marketing Strategy Analysis Checklist Alternative Action Checklist Selection of Alternative Actions Case Analysis Pitfalls SWOT Analysis Case Presentation Outline The Authors S E C T I O N T W O Marketing Management 7th Edition J. Paul Peter James H. Donnelly, Jr. Marketing Case Analysis McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved.

SECTION II An Analytical Framework Define the problem menu SECTION II Section Two An Analytical Framework The Current Situation The Environment The Industry The Firm The Marketing Strategy Analysis Checklist Alternative Action Checklist Selection of Alternative Actions Case Analysis Pitfalls SWOT Analysis Case Presentation Outline The Authors An Analytical Framework Define the problem Formulate alternative courses of action Analyze the alternatives Recommend a course of action

SECTION II The Current Situation The Environment menu SECTION II Section Two An Analytical Framework The Current Situation The Environment The Industry The Firm The Marketing Strategy Analysis Checklist Alternative Action Checklist Selection of Alternative Actions Case Analysis Pitfalls SWOT Analysis Case Presentation Outline The Authors The Current Situation The Environment What is the state of the economy? What are the current trends in cultural and social values? What are the current political values and trends? Is there any pending federal, state or local legislation that could alter the environment? Any threats to the environment, and therefore the firm?

SECTION II The Current Situation The Industry menu SECTION II Section Two An Analytical Framework The Current Situation The Environment The Industry The Firm The Marketing Strategy Analysis Checklist Alternative Action Checklist Selection of Alternative Actions Case Analysis Pitfalls SWOT Analysis Case Presentation Outline The Authors The Current Situation The Industry What industry is the firm in? 2. Which firms are the major competitors in the industry? 3. What strategies have competitors been using and have they worked? 4. What are the relative strengths and weaknesses of the competitors?

SECTION II The Current Situation The Industry menu SECTION II Section Two An Analytical Framework The Current Situation The Environment The Industry The Firm The Marketing Strategy Analysis Checklist Alternative Action Checklist Selection of Alternative Actions Case Analysis Pitfalls SWOT Analysis Case Presentation Outline The Authors The Current Situation The Industry 5. Is there a threat of new competitors? 6. Are there any substitute products in the industry? 7. How much bargaining power do suppliers have in this industry? 8. How much bargaining power to buyers have in this industry?

SECTION II The Current Situation The Firm menu SECTION II Section Two An Analytical Framework The Current Situation The Environment The Industry The Firm The Marketing Strategy Analysis Checklist Alternative Action Checklist Selection of Alternative Actions Case Analysis Pitfalls SWOT Analysis Case Presentation Outline The Authors The Current Situation The Firm What are the objectives of the firm? What are the strengths of the firm? What are the constraints and weaknesses of the firm? Are there any real or potential sources of dysfunctional conflict in the firm? How is the marketing department structured in the firm?

SECTION II The Current Situation The Marketing Strategy menu SECTION II Section Two An Analytical Framework The Current Situation The Environment The Industry The Firm The Marketing Strategy Analysis Checklist Alternative Action Checklist Selection of Alternative Actions Case Analysis Pitfalls SWOT Analysis Case Presentation Outline The Authors The Current Situation The Marketing Strategy What are the objectives of the marketing strategy? What marketing concepts are at issue in the current strategy? To what target market is the strategy directed? What competitive advantage does the marketing strategy offer? What products are being sold?

SECTION II The Current Situation The Marketing Strategy menu SECTION II Section Two An Analytical Framework The Current Situation The Environment The Industry The Firm The Marketing Strategy Analysis Checklist Alternative Action Checklist Selection of Alternative Actions Case Analysis Pitfalls SWOT Analysis Case Presentation Outline The Authors The Current Situation The Marketing Strategy 6. What promotional mix is being used? 7. What channels of distribution are being used? 8. What pricing strategies are being used? 9. Are marketing research and information systematically integrated into the marketing strategy?

SECTION II Analysis Checklist What is the primary problem in the case? menu SECTION II Section Two An Analytical Framework The Current Situation The Environment The Industry The Firm The Marketing Strategy Analysis Checklist Alternative Action Checklist Selection of Alternative Actions Case Analysis Pitfalls SWOT Analysis Case Presentation Outline The Authors Analysis Checklist What is the primary problem in the case? What proof exists that these are the central issues? What symptoms are the that suggest these are the real problems? How are the problems defined, related? What are the ramifications of these problems in the short run? Long run?

SECTION II Alternative Action Checklist menu SECTION II Section Two An Analytical Framework The Current Situation The Environment The Industry The Firm The Marketing Strategy Analysis Checklist Alternative Action Checklist Selection of Alternative Actions Case Analysis Pitfalls SWOT Analysis Case Presentation Outline The Authors Alternative Action Checklist What possible alternatives exist for solving the firm’s problems? What limits are there on the possible alternatives? What major alternatives are now available to the firm? Are the listed alternatives reasonable? What are the financial costs of each alternative? Which alternative best solves the problem?

SECTION II Selection of the Course of Action menu SECTION II Section Two An Analytical Framework The Current Situation The Environment The Industry The Firm The Marketing Strategy Analysis Checklist Alternative Action Checklist Selection of Alternative Actions Case Analysis Pitfalls SWOT Analysis Case Presentation Outline The Authors Selection of the Course of Action What must be done to implement the alternative? What personnel will be involved? When and where will the alternative be implemented? What will be the probable outcome? How will the success or failure of the alternative be measured?

SECTION II Case Analysis Pitfalls Inadequate definition of the problem menu SECTION II Section Two An Analytical Framework The Current Situation The Environment The Industry The Firm The Marketing Strategy Analysis Checklist Alternative Action Checklist Selection of Alternative Actions Case Analysis Pitfalls SWOT Analysis Case Presentation Outline The Authors Case Analysis Pitfalls Inadequate definition of the problem The search for “the answer” Not enough information Use of generalities A different situation

SECTION II Case Analysis Pitfalls 7. Realism menu SECTION II Section Two An Analytical Framework The Current Situation The Environment The Industry The Firm The Marketing Strategy Analysis Checklist Alternative Action Checklist Selection of Alternative Actions Case Analysis Pitfalls SWOT Analysis Case Presentation Outline The Authors Case Analysis Pitfalls 6. Narrow vision analysis 7. Realism 8. The marketing research solution 9. Rehashing the case material 10. Premature conclusions

SECTION II SWOT Analysis Create a list of . . . menu SECTION II Section Two An Analytical Framework The Current Situation The Environment The Industry The Firm The Marketing Strategy Analysis Checklist Alternative Action Checklist Selection of Alternative Actions Case Analysis Pitfalls SWOT Analysis Case Presentation Outline The Authors SWOT Analysis Create a list of . . . . . . internal strengths . . . external opportunities . . . internal weaknesses . . . external threats

SECTION II Case Presentation Outline Title Page Table of Contents menu SECTION II Section Two An Analytical Framework The Current Situation The Environment The Industry The Firm The Marketing Strategy Analysis Checklist Alternative Action Checklist Selection of Alternative Actions Case Analysis Pitfalls SWOT Analysis Case Presentation Outline The Authors Case Presentation Outline Title Page Table of Contents Executive Summary Situation Analysis Problems Found in the Situational Analysis Strategic Alternatives for Solving Problems Selection of the Strategic Alternative and Implementation Summary Appendices

SECTION II The Authors menu J. Paul Peter, Ph.D. Section Two An Analytical Framework The Current Situation The Environment The Industry The Firm The Marketing Strategy Analysis Checklist Alternative Action Checklist Selection of Alternative Actions Case Analysis Pitfalls SWOT Analysis Case Presentation Outline The Authors The Authors J. Paul Peter, Ph.D. University of Wisconsin – Madison 3Click image to go to author’s web site James H. Donnelly, Jr., Ph.D. University of Kentucky – Lexington 3Click image to go to author’s web site Marketing Management 7th Edition – McGraw-Hill 3Click on the book to go to the book site PowerPoint design by Lance Fuhrer, MBA PowerPoint content by Larry Fuhrer, MBA, MBA Keller Graduate School of Management of DeVry University