Week 5: Internal Analysis & Metrics

Question 1

What is an “Internal Analysis”

Answer 1

Measures

How we are performing (relative to the past & competitors)

• what do we do well?
• what do we do badly?

What skills do we have?

What resources do we have?

What are we capable of doing in the future

Think marketing mix (7 P’s)

Question 2

Planning and Internal Analysis

Answer 2

CORPORATE

• Financial
• Internal
• Innovation

SBU / Product

• Financial
• Customer oriented (marketing capabilities)
• Internal
• Innovation

MARKETING MIX
- Customer oriented (marketing capabilities)

Question 3

Internal Capabilities

Corporate and SBU

Answer 3

EFFICIENCY

• Turnover re investments
• Turnover rate
• Accounts receivable
• Liquidity
• Overheads
• Operations

EMPLOYEES

• Work atmosphere
• Personal development
• Staff turnover
• Sick leave
• Employee productivity
• Market orientation

Question 4

What do we want to know at the end of the internal analysis?

Answer 4

Is what we are doing working?

If there is no evidence in this section that it is not working then you can’t justify changing it in the future part of the plan

Given what you learned from the earlier sections of the plan (the external analysis) are your marketing activities appropriate?

Question 5

Marketing Metrics (capabilities)

Share of hearts, minds, markets

Answer 5

Market Share
- Volume, value, relative

Brand development index

Category development index

Market penetration

Brand penetration

Hierarchy of effects

Willingness to recommend

Customer Satisfaction

• Time to service
• % resolved in 1st time
• Perceived performance