Current annual sales volume in dollars and/or units sold in the market
Current competitors and their offerings, including points of differentiation for each offering indicating how they are positioned to each other in the market
Current price points of competitors
Projected overall market growth rate for the next five years
Projected changes to overall pricing in the market for the next five years
Recommended position and points of differentiation for the JGJ, Inc. offering
Complete buyer profile of the target customer
Sample market analysis report is attached.
Marketing Management Data Analytics
Market Analysis Report: Name of Market
Industry Name
Your Name
Class Number
Date
(NOTE: The title page will be included with each section of your paper to identify the author to the instructor.)
Market Analysis Report: Name of Market
Executive Summary
(Note: this appears first but is written last in workshop 6; 300 words)
Positioning and Differentiation
Definition of Positioning (100 words)
Brief (one paragraph) description of the market (100-150 words)
Analysis of Current Positioning in the Market
· Current annual sales volume in dollars and/or units sold in the market
· Current competitors and their offerings, including points of differentiation for each offering indicating how they are positioned to each other in the market
· Current price points of competitors
Projections for the Market
· Projected overall market growth rate for the next five years
· Projected changes to overall pricing in the market for the next five years
Recommended Position for JGJ Inc.
· Recommended position and points of differentiation for the JGJ Inc. offering
· Complete buyer profile of the target customer
References
Product Development and Market Demand
Product Development
· Key differentiating characteristics of the offering
· Analysis of demand in the market
Market Segment Demand
· Quantitative data used to determine projected demand
· Methodology used to determine demand
References
Internal and External Marketing Environments
Analysis of Key External Factors in the Market
· Porter’s five forces model
· Other macroenvironmental external factors
Required Internal Resources and Competencies to Compete in the Market
Required Licenses, Patents, and Rulings or Legal Requirements to Compete in the Market
References
Pricing, Promotion, and Distribution Channels
Analysis of Current Pricing Models in the Market
Analysis of Current Promotional Models in the Market
Analysis of Current Distribution Models in the Market
Recommended Pricing Strategy for JGJ Inc.
Recommended Promotional Strategy for JGJ Inc.
Recommended Distribution Strategy for JGJ Inc.
References
2
Purpose of the Assignments
You have been hired as a Consultant by JGJ to do the
following:
1. Research the industry JGJ wants to enter (this is
the category that has been assigned to you)
2. Give JGJ advice on the current and future
industry based on your research
3. Give JGJ steps they need to take to implement
marketing mix (product, price, promotion, place)
Six Week Assignments
You have been hired as a Consultant by JGJ to do the
following:
1. Research the industry JGJ wants to enter – (this is the category
assigned to you)
• Analyze the current situation:
• Competition – who are the biggest competitors (top 3 if
possible)
• What price are competitors charging, or what pricing
strategy do they use
• What promotions are competitors running
• How does the competition deliver their product/service
• Target market – who is the buyer of the
product/service
• Individual customer (homemaker, DIYer, farmer,
male, female, age, income, etc.)
• Corporation (large, medium, small, manufacturer,
distributor, retailer, hospital, hotel, etc.)
Six Week Assignments
You have been hired as a Consultant by JGJ to do the
following:
2. Give JGJ advice on the current and future industry
based on your research
• Is the industry growing or declining?
3. Give JGJ steps they need to take to implement
marketing mix
• Product/Service – description including branding and
product or service specifics
• Price – a pricing strategy (the actual price is not
necessary)
• Promotion – how should the product/service be
advertised
• Place – what is the best distribution plan (how will the
product/service be delivered to the customer)
What Not To Do
• Do not make up information about JGJ’s
current business; such as, JGJ’s current sales,
location, products, etc.
• All that is necessary is to know that JGJ is
in a related business to the market they
want to enter which is the reason they
are considering this new adventure
• Do not write a research report on a company.
That’s not the purpose of the assignment.
• Do not use the word “we” in your report
because you are a consultant to JGJ not an
employee
• Do not copy another student’s submission
and use the information they wrote
• Do not copy/paste from resources without
citing
• Do not submit an assignment that has been
totally copied from the web. Instead, add in
your own thoughts, ideas, suggestions. If you
plagiarize, I must report it to the university
and a mark will be on your record.
What To Do
• USE CRITICAL THINKING
• Think about how the information you
researched would be helpful to a company
(JGJ) that is considering entering a new
business
• Evaluate the information and how it could
be put into action
• Use your own experience to add ideas into
your report for JGJ
• Help JGJ make a decision by providing
valuable information and provide steps JGJ
can implement
• Remember you have been hired and are
getting paid to provide a marketing plan
• Note the word “plan.” You are
providing JGJ with a direction and steps
to take
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