Situational analysis & TOW analysis

Question 1

What are the aspects of the situational analysis

Answer 1

• TOWS
• Customer analysis
• Product analysis
• Channels & logistics
• Macro-environment
• Competitive analysis

Question 2

Aspects of macro-environment

Answer 2

• Demographic
• Economic
• Natural
• Technological
• Political
• Cultural

Question 3

What is the purpose of the macro-environment?

Answer 3

To identify threats & opportunities for the TOWS analysis

Question 4

The buying decision process?

Answer 4

Need recognition — informational search —- evaluation of alternatives —- purchase decision —– post-purchase evaluation

Question 5

Factors influencing consumer behaviour

Answer 5

• Cultural
• Social
• Personal
• Psychological

Question 6

Segmentation aspects (target market)

Answer 6

• Geographic
• Demographic
• Psychographic
• Behavioural

Question 7

Product life cycle

Answer 7

Product development
Introduction
Growth
Maturity
Decline

Question 8

Push vs pull stratagies

Answer 8

Push - Uses salesforce & trade promotions to push the product through marketing channels to final consumers
Pull - Directs marketing activities towards final consumers to induce them to buy the product

Question 9

Define Guerilla marketing

Answer 9

A way to drive publicity - this results in brand awareness by promoting & using unconventional methods to evoke surprise

Question 10

How is brand identity related to product positioning?

Answer 10

• Brand identity guides product development that shapes product positioning
• ## Message used to communicate brand is reinforces positioning

Question 11

Define product positioning

Answer 11

Define where your product/ service fits in the marketplace