CHOSE company and answer as per given sheet
Worksheet 1
Please write the name of your company here: _______________
Analysis of company’s use of the marketing concept and the marketing mix
Repeat the exercise for its main competitor
| Does your company use the marketing concept?
Give evidence for credible sources and quote examples below
Does your company use the marketing mix? Give evidence from credible sources for each part of the marketing mix with examples below
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Repeat the exercise for its main competitor
| Does your company use the marketing concept?
Give evidence for credible sources and quote examples below
Does your company use the marketing mix? Give evidence from credible sources for each part of the marketing mix with examples below
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Please write the name of the competitor here: _______________
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Worksheet 2
Analysis of company market environment
| Critically analyse the external environment of your company in its home market using the PESTLE model. Give examples/evidence under each of the headings below mentioning any risk factors
At the end try to identify which you believe, based on evidence, are the three most important factors to your company and put them in order of importance.
Political analysis
Economic analysis
Social trends in its market including age structure
Technological analysis
Legal analysis
Environmental analysis
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Worksheet 3
PESTLE Analysis of aninternational market your company operates in or is looking to enter.
| A) Sales of similar of products / brands: record sales by volume and sales by value in each market
B) Political analysis – is the government (and opposition parties) stable? What is the track record of the government? Is the government pro or anti-business? Which industries does the government favour for expansion?
C)Economic analysis – GDP (Gross Domestic Product) – is this stable or increasing or decreasing? Inflation – is it stable or increasing or decreasing? Bank rate- is it stable increasing or decreasing? Is the exchange rate stable or is the currency of that country becoming stronger or weaker against the pound /Sterling?Draw a graph of this.
D)Social trendanalysis– age composition and structure of the population – will this affect your company’s product? Level of disposable income. Any particular trends e.g. time saving equipment for the home? Consumption of fast food. Energy saving e.g. insulation for the home. Level of education- is it improving or falling. Are levels of crime increasing or decreasing?
E) Technological analysis– stage in economic development, number of machining centres and numerically controlled machines in factories
F) Legal analysis – what type of jurisdiction is present e.g. precedent law or codified law? Is the country a signatory to the TRIPS agreement? If so, it means that legal remedies can be obtained e.g., if patents or brands are copied How strong is product liability law in that country?
G) Environmental analysis- are there any trends in that market e.g. against pollution, for energy conservation,waste reduction from factory production? |
Students are advised to allow sufficient time for this part and may wish to create some additional tables for this worksheet. Below are listed a selection of key statistics that you may wish to use to compare international markets. An idea might be to create tables for each of these factors and then to compare a selection of markets to analyse for each factor. The place to begin is by looking at the level of sales of a similar products or brands in the markets you are thinking of analysing. These are only suggestions to help get you started.
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FROM THIS POINT ONWARDS:
Compare how each of these elements of the marketing mix are implemented in the home market and in the international market you have chosen. Note any differences and think about why this might be. Do you think it is optimal that they are the same/different?
Worksheet 4
Analysis of company segmentation, targeting and positioning
| How does your company segment its market? Give examples of methods used
Which segments does your company target? Give examples
Which segments does the competitor target? Give examples
How does your company position its main product / brand against competition? Give an explanation with evidence / examples
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Worksheet 5
Analysis of company product stage and Ansoff’s strategies used
| What stage in the product life cycle is the company’s main product/brand?
What stage in the product life cycle is the competitors product/brand? Draw diagrams to illustrate this.
What should the company do now in preparation for the next stage in its product life cycle? What might competitors do?
Draw a diagram of Ansoff’s matrix. Which strategy or strategies does the company use? Mark the strategy/strategies on the diagram. What strategies do competitors follow? Mark these on the diagram.
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Worksheet 6
Analysis of company pricing
| Which pricing method(s) does the company use?Give examples.
What pricing method(s) does the competitor use? Give examples
How does the company compete? Who are its competitors?
How does the company create a value proposition? Analyse each part of the company value proposition. What is the competitors’ value proposition? Are they different? Why?
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Worksheet 7
Analysis of company promotion
| Outline with examples the promotional mix that the company uses. Make sure that each part of the promotional mix has an example
What promotional mix does the competitor use? Give examples
Does the company use digital marketing? Explain how the company uses digital marketing with examples Does the competitor use digital marketing? How does it differ from your company?
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Worksheet 8
Analysis of company distribution
| Which distribution channels does the company use?Give examples/evidence.
Which distribution channels does competitor use? Are they the same as our company?
What are the components of the company’s logistics/supply channel? Give examples/evidence What are the components of the competitor’s logistics/supply channel? Give examples/evidence
Where there are differences in the UK & international market or between your company and the competitor, try to think why that might be and whether there is any competitive advantage or disadvantage.
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Worksheet 9
Analysis of company’s mode of market entry and method(s) used in the international marketplace
| Which entry mode(s) does the company use in its international market? Give examples/evidence
Which method(s) of market entry does competition use? Give examples THINK For both companies: Has this changed since original market entry, if so why?
Which method(s) of market entry does it use in the new market? Give examples / evidence Which method(s) of market entry does competition use? Give examples
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Worksheet 10
Analysis of company international marketing mix recommendations for improvement
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