Situation Analysis SWOT Analysis Segmentation & Target Marketing Positioning Elizabeth Taylor Quilliam October 22, 2007

Company: Navway Competition Customer Community

 Social, cultural, and economic influences  Determinations of the future  Changes in technology  Demographic trends Community

 Consumer needs and decision-making process  Demographic, psychographic profiles  Target markets:  To segment or not to segment  Targeting specific segments  Positioning Customer

 What is an industry?  Products  Types of customers  Geography  Stage in the production-distribution pipeline  Competitive rivalry  Threat of new entrants  Bargaining power of customers and suppliers  Threat of substitute products/services Competition

 Need to consider:  Number  Relative size  Competitive prowess Competition

 Physical resources  Financial resources  Human resources  Organizational resources  Other considerations – legal, regulatory Company- Navway

Company: Navway Community Customer Competition

 Segmenting:  Segmenting: grouping customers or prospects according to common characteristics, needs, wants or desires  Targeting:  Targeting: analyzing, evaluating and prioritizing the market segments deemed most profitable to pursue  Positioning:  Positioning: the standing of a brand in comparison with its competitors in the minds of customers, prospects, and other stakeholders Customer

 Identify needs (benefits) of individual consumers  Group consumers into homogeneous subgroups based on their needs profile  Identify factors related to these subgroups  Select target markets  Develop position for product within selected subgroups

 Sufficient size and market potential  Is it worth it?  Measurability of market potential  Can we measure the difference?  Reachability or accessibility  Can we reach them?  Differences in market response  Will they buy in different ways?  Durability  Will the difference last long enough to be profitable?

 Geographic  Demographic  Psychographic  Behavioral

- Age - Education - Gender - Religion - Family size - Race - Family life cycle - Nationality - Income - Social class - Occupation

 Lifestyles  Attitudes, Interests, and Opinions (AIO) Product specific Generalized People taking control of their circumstances Approaching an action Making judgments about information  Demographic clues to lifestyles  Personality  Levels of optimism, intellectual ability, etc.

 Definition  Location of brand in consumer’s mind  Selection of category in which the brand competes and the basis on which it differentiates itself  Means of linking brand to the product category and either the user or the attribute/ benefit  Directs entire marketing mix

 Attribute  Price and quality  Use or application (occasion)  Product user  Product class  Competitor

 Identify relevant competitors  Measure consumer perceptions  Determine competitor positions (map)  Two dimensions: Emotional and rational

 Identify relevant competitors  Measure consumer perceptions  Determine competitor positions (map)  Two dimensions: Emotional and rational  Analyze consumer needs  Is there an available opening?  Select desired positioning for your brand  Implement program to support the positioning  Monitor consumer perceptions of the positioning

And now … strategic focus