1. Conducting Situation Analysis: Customer Environment
MKT 6800

2. Goals of Analyzing Customer Environment
Identify current and potential customers
Identify needs of current and potential customers
Identify anticipated changes in customers’ needs

3. 6Ws Model for Customer Analysis
WHO are our current and potential customers?
WHAT do customers do with our products?
WHERE do customers purchase our products?
WHEN do customers purchase our products?
WHY (and how) do customers select our products?
WHY do potential customers NOT purchase our products?

4. The 6Ws Model: Who?
What are demographic, geographic, and psychographic characteristics of customers?
Who are major influencers of purchase decision?

5. The 6Ws Model: What? In what quantities do customers purchase?
How do heavy users differ from light users?

6. The 6Ws Model: Where?
From what types of vendors are our products purchased?
Does electronic commerce have an effect on purchase of our products?

7. The 6Ws Model: When?
To what extent do promotional events affect purchase and consumption of our products?
Do other variables affect purchase decision (e.g., weather, opponent)?

8. The 6Ws Model: Why?
What are the customer needs fulfilled by use of our product?
What features provided by our products meets those needs?
Are customer needs expected to change in the future?

9. The 6Ws Model: Why Not?
What are the basic needs of non-customers that our products do not meet?
What features provided by competitors’ products cause non-customers to choose them over our products?

10. Customer Analysis Marketing Action