1. Collecting and Analyzing Marketing Information
Dr. Ananda Sabil Hussein

2. Issues to be Considered in a Situation Analysis
Exhibit 4.1

3. Conducting a Situation Analysis (1 of 2)
Analysis Alone is Not the Solution
Data and Information are Not the Same
Data
A collection of numbers or facts that have the potential to inform
Information
Data that has been transformed or combined with other data in a manner that makes it useful to decision makers

4. Conducting a Situation Analysis (2 of 2)
The Benefits of Analysis Must Outweigh the Costs
Conducting a Situation Analysis is a Challenging Exercise
One of the most difficult parts of the marketing plan
Should provide a complete picture of three key environments:
Internal
Customer
External

5. The Interconnectedness of the Internal, Customer, and External Environments
Exhibit 4.2

6. Discussion Question
Of the three major environments in a situation analysis (internal, customer, external), which do you think is the most important in a general sense? Why? What are some situations that would make one environment more important than the others?

7. The Internal Environment (1 of 2)
Review of Current Objectives, Strategy and Performance
An important input to later stages in the planning process
Poor or declining performance must be the result of:
Goals or objectives that are inconsistent with the customer or external environments
Flawed marketing strategy
Poor implementation
Changes in the customer or external environments that are beyond the control of the firm

8. The Internal Environment (2 of 2)
Availability of Resources
Includes a review of financial, human, and experience resources; as well as resources from key relationships
Financial resources tend to get most attention
Labor shortages are expected to be a major problem in the coming years
Organizational Culture and Structure
Problems can arise when marketing does not hold a prominent position in the organizational hierarchy
Culture and structure are relatively stable but can be affected by mergers

9. The Customer Environment
Who are our Current and Potential Customers?
What do our 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?

10. Discussion Question
Understanding the motivations of a firm’s noncustomers is often just as important as understanding its customers. Look again at the reasons why an individual would not purchase a firm’s products. How can a firm reach out to noncustomers and successfully convert them to customers?

11. The External Environment (1 of 2)
Competition
Brand competitors
Product competitors
Generic competitors
Total budget competitors

12. Major Types of Competition
Exhibit 4.6

13. Stages of Competitive Analysis
Identification
Identify all current and potential competitors
Characteristics
Assess each key competitor’s characteristics
Assessment
Assess each key competitor’s strengths and weaknesses
Capabilities
Focus the analysis on each key competitor’s marketing capabilities
Response
Estimate each key competitor’s most likely strategies and responses under different environmental situations

14. The External Environment (2 of 2)
Economic Growth and Stability
Political Trends
Legal and Regulatory Issues
Technological Advancements
Sociocultural Trends
Demographic Trends
Lifestyle Trends
Trends in Cultural Values

15. Trends in the Sociocultural Environment (1 of 2)
Example Demographic Trends
Aging of the American population
Decline in the teen population
Population growth in the Sun Belt states
Example Lifestyle Trends
Clothing has become more casual, especially at work
Clothing has become more revealing, especially for women
Growing participation in body modification (e.g., tattoos, piercings)
From Exhibit 4.7

16. Trends in the Sociocultural Environment (2 of 2)
Trends in Cultural Values
Less focus on “me-oriented” values
More value-oriented consumption (good quality, good price)
Importance in maintaining close, personal relationships
From Exhibit 4.7

17. Collecting Environmental Data and Information (1 of 2)
Secondary Information Sources
Internal Data Sources
Government Sources
Periodicals/Book Sources
Commercial (Fee-Based) Sources

18. Collecting Environmental Data and Information (2 of 2)
Primary Data Collection
Direct Observation
Focus Groups
Surveys
Experiments
Overcoming Problems in Data Collection

19. Discussion Question
Do you think the Internet has made it easier or more difficult to collect marketing data and information? Why? How might the major data collection issues of today compare to the issues that occurred in the pre-Internet era?