Marketing Evaluation

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MARKETING PLAN EVALUATION WORKSHEETS

Your task is to describe and evaluate the marketing plan of an automobile brand and model of your choice. For the marketing aspect of your evaluation focus on a particular model not the whole company: for example consider the Chevrolet Camaro, not GM as a whole. For the situation analysis you will need to consider more than just specific model, i.e. what is the situation of GM as a whole and how is this impacting the marketing of your particular model. You focus should be primarily Canada while recognizing that for the situation analysis especially, there may be issues globally (e.g. world economy) that will be relevant.

These worksheets are designed to assist you in your project. Worksheets are a useful tool because they help to ensure that important information is not omitted from your evaluation. Answering the questions on these worksheets will enable you to:

1. Organize and structure the data and information you collect during the situation analysis. 2. Use this information to better understand your firm's strengths and weaknesses and to recognize the opportunities and threats that exist in the marketing environment. 3. Identify if goals and objectives that capitalize on strengths. 4. Identify if a marketing strategy that creates competitive advantages. 5. Identify and critique a plan for implementing the marketing strategy.

By downloading these worksheets in an electronic format, you will be able to change the outline or add additional information that is relevant to your situation. Remember that there is no one best way to organize an evaluation of a marketing plan. The outline was designed to provide an analytical framework and to be flexible enough to accommodate the unique characteristics of the company you are reviewing. It is possible that not everything in the worksheets will apply equally to your company.

You could start by reviewing Figure 2.6, the overview of the marketing planning process found on page 62 of the text. You should also review Table 2.2 and appendix 2 of your text.

As you complete the worksheets, you should refer back to the text of the chapters as suggested throughout.

In completing the situation analysis section, be sure to be as comprehensive as possible. The viability of your analysis depends on how well you have identified all of the relevant environmental issues. Likewise, as you complete the analysis, you should be accurate and realistic about the firm's characteristics. Do not attribute strengths to the firm that it does really does not possess. Being accurate also goes for your listing of weaknesses. I.Executive Summary

The executive summary is a synopsis of the overall evaluation. The executive summary is easier to write if you do it last, after you have written the entire evaluation . Include a description of the product, the target market, and the need for it in the market. You should give an overview of the main points of your evaluation. Most importantly, keep in mind that this is your opportunity to sell your marketing plan and entice your audience to read the details of the report.

Company Description and Input from Corporate Strategies (pp. 45 - 54)

Include a description of the company’s recent history and successes and touch briefly upon the strategy for the organization as a whole. This may include elements such as:

Mission
Corporate objectives
Strategic Business Unit (SBU) objectives

(Figure 2.1 on page 46 illustrates the stages in formulating a strategy for the company as a whole.)

III.Situation Analysis

A situation analysis considers the internal circumstances of the organization or product, the external environment, competitive activity, and characteristics of the customer that may be relevant to the marketing plan.

A situation analysis includes:
• Internal analysis
• Environmental analysis...
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