Feasibility Study Guide

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Feasibility Handout Group B Marketing Aspect (1a) –Overview and Questionnaires.

Marketing

Is an organizational function and a set of processes for creating, capturing, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.

Core Aspects of Marketing

A.) Marketing helps create value
B.) Marketing is about satisfying customer needs and wants
C.) Marketing entails an exchange
D.) Marketing requires product, price, place and promotion decisions Products- creating
Price- capturing
Place- delivery
Promotion- communicating
E.) Marketing can be performed by both individual and organizations F. ) Marketing occurs in many settings

* Things to Include in a market feasibility study include: * Description of the Industry
* Current Market Analysis
* Competition
* Anticipated Future Market Potential
* Potential Buyers and Sources of Revenues
* Sales Projections
Marketing Aspect Outline
a. Introduction
b. Background of the Study
c. Purpose of the Business
d. Questionnaire Analysis
e..Demand Analysis
f. Supply Analysis
g. Demand-Supply Gap Analysis
h. Capacity
i. Mkt. Share vs. Capacity
j. Environmental Planning
k. SWOT Analysis
l. Mktg. Strat. Plan

TYPES OF QUESTIONAIRES

1. Open Format Questions
It gives audience an opoportunity to express their opinions. NO predetermined set of responses.
2. Closed Format Questions
Includes multiple choice answers. It could either be in even numbers or in odd numbers. It could be asked to different groups at different intervals. This can enable you to efficiently track opinion over time. 3. Leading Questions

It forces audiences for a particular type of answer. All answers would be equally likely. Its aim is to attain...
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