MARKETING 101
I. Executive Summary
● Briefly introduce the company and its industry.
● State the report's purpose (to analyze the company's marketing management).
● Highlight key findings from your analysis (e.g., major strengths, weaknesses,
opportunities, threats).
● Summarize your recommendations for the company's future marketing strategies.
II. Company Overview
● Vision, Mission, Goals, and Objectives (VMGO)
Clearly define the company's vision for the future.
State the company's mission (its overall purpose).
Outline key goals and objectives that support the mission.
● Company Background
History and development of the company.
Organizational structure and key personnel.
Company culture and values.
● Products/Services
Detailed description of the company's offerings.
Key features, benefits, and value proposition.
Product lifecycle stage.
● Target Market
Define the company's ideal customer profile.
Segmentation (demographic, geographic, psychographic, behavioral).
Target market size and growth potential.
III. Marketing Mix Analysis
● Product
Product mix (width, depth, consistency).
Branding strategy.
Packaging and labeling.
Product development and innovation.
● Pricing
Pricing strategy (cost-plus, value-based, competitive, etc.).
Price levels and price points.
Discounts and promotions.
● Place (Distribution)
Distribution channels (direct, indirect, online, etc.).
Channel partners and relationships.
Market coverage and logistics.
● Promotion
Advertising (online, offline, campaigns).
Public relations and media relations.
Sales promotion (contests, coupons, etc.).
Content marketing and social media marketing.
Personal selling.
IV. Competitive Analysis
● Industry Overview
Industry size, growth trends, and key success factors.
Porter's Five Forces analysis (competitive rivalry, threat of new entrants, bargaining power
of buyers and suppliers, threat of substitutes).
● Competitor Analysis
Identify key competitors (direct and indirect).
Analyze competitor's marketing mix (4Ps).
Compare the company's competitive advantages and disadvantages.
V. SWOT Analysis
● Strengths (internal, positive factors)
Examples: strong brand reputation, efficient operations, innovative products, skilled
workforce.
● Weaknesses (internal, negative factors)
Examples: limited resources, lack of market share, outdated technology, poor customer
service.
● Opportunities (external, positive factors)
Examples: emerging markets, new technologies, changing consumer preferences,
partnerships.
● Threats (external, negative factors)
Examples: economic recession, increased competition, regulatory changes, negative
publicity.
VI. Recommendations
● Based on your analysis, provide specific and actionable recommendations for the
company to improve its marketing effectiveness.
Example:
New product development, product line extensions, branding improvements.
Price adjustments, new pricing strategies, discount programs.
Expanding distribution channels, improving logistics, online presence.
Enhance advertising campaigns, leverage social media, content marketing strategy.
● Prioritize recommendations based on their potential impact and feasibility.
VII. Conclusion
● Summarize the key takeaways from your analysis.
● Restate the importance of effective marketing management for the company's
success.
● Offer a final outlook for the company's future in the market.
VIII. Appendices
● Include supporting data, tables, charts, financial statements, and any other
relevant information.
