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Table of Contents
Executive Summary 2
Introduction 3
Situational Analysis 3
Macro-Environmental Analysis 3
Competitive 4
Economic 4
Political 4
Legal & Regulatory 4
Technological 5
Socio-Cultural 5
Micro-Environmental Analysis 5
Market Analysis 5
Competitor Review 5
Customer Landscape 6
Market Segmentation 0
Targeting & Recommendations 0
Segment 1: 0
Segment 2: 0
Segment 3: 0
Conclusion 0
References 1
Appendices 2
[Note: Make sure you update the above table after completion of report!]
Executive Summary
[Summarize all sections of the report in a succinct manner (half page)
This section should highlight the key findings of your analysis, as well as your key recommendations. Imagine that an executive from the company will only read your executive summary - what must they know?
Incorporate: The key highlights throughout the study, with key recommendations and significant outcomes discovered – remember this is not an “Introduction”, but an overview of the WHOLE study (keep it brief and to the point).]
[Briefly state the purpose of the report. Short document or section of a document, produced for business purposes, that summarizes a longer report or proposal or a group of related reports, in such a way that readers can rapidly become acquainted with a large body of material.
This section should be short, just enough to provide the context and outline of your analysis for the reader.
Incorporate: What the report is about, its purpose or intent, how the report is to be structured, the industry under analysis and marketing theories used.]
Situational Analysis
This whole section involves an essentially process of assessing the current situation facing the industry, arriving at a set of assumptions about the future and identifying key strategic issues that are likely to confront the organisation.
Macro-Environmental Analysis
The following section identities and explains the impact of key variables in each of the environmental factors impacting the industry. [This is related to Week 3 topic week!]
Two step process (consider the following when discussing each force you identify below):
I. Marketers evaluate the information for accuracy, try to resolve inconsistencies in the data and assign significance to the findings.
II. Environmental analysis enables marketers to identify potential threats and opportunities linked to environmental changes.
III. Each force identified per environmental factor listed below can be placed in point-form, remove ANY environmental factor not identified in research / analysis subject to industry (remove or add dot-points where necessary – subject to research / analysis).
[Add brief description of environmental factor HERE]
[Add force impacting environment factor below – provide citations where possible]
[Add brief description of environmental factor HERE]
[Add force impacting environment factor below – provide citations where possible]
[Add brief description of environmental factor HERE]
[Add force impacting environment factor below – provide citations where possible]
Legal & Regulatory
[Add brief description of environmental factor HERE]
[Add force impacting environment factor below – provide citations where possible]
[Add brief description of environmental factor HERE]
[Add force impacting environment factor below – provide citations where possible]
[Add brief description of environmental factor HERE]
[Add force impacting environment factor below – provide citations where possible]
Micro-Environmental Analysis
The following section will analysis the key market and industry variables, an overview of competitors and current customers within the market. [This is related to Week 2 topic week!]
Market Analysis
[The following section should briefly discuss the market size ($), growth or decline, future outlook and key trends driving the industry]
Competitor Review
[The following section should briefly discuss the key competitors in the industry, consider the following per competitor selected: competitors, type of competitor, market share, key strategies and brief overview subject to their industry report (this can be placed in a table)]
Customer Landscape
Irrespective of whether the marketing planner is operating in a consumer, industrial or organizational market, there are eight questions which underpin any understanding of buyer behaviour. (this framework would be best placed in a table format or model) [This is related to Week 4 topic week!]:
1. Who is in the market and what is the extent of their power with regard to the organization?
2. What do they buy?
3. Why do they buy?
4. Who is involved in the buying?
5. How do they buy?
6. When do they buy?
7. Where do they buy?
8. What are the customers’ ‘hot’ and ‘cold’ spots? (‘Hot’ spots are those elements of the marketing offer that the customer sees to be particularly important and reassuring – and on which the organization delivers. ‘Cold’ spots are those elements that alienate the customer. An example of this might be poor or inconsistent service.)

Market Segmentation
The following is an analysis of the industries customer segments. Segment profiles (characteristics of the segment) and product offered to each segment are provided. [This is related to Week 5 topic week!]:
Steps involved (to be placed in table below):
1. Identify a homogenous segment that differs from other segments: Identify one or more homogenous clusters of customers with similar wants, needs and responses to the marketing mix.
2. Specify the characteristics that define the segment: Profile the segment clearly enough so that its members can be readily identified and contacted (demographic, geographic, behavioural and psychographic).
3. Determine segment attractiveness: size & potential: Determine the attractiveness of each segment to explain current performance and to then prioritise and choose which segments to target based on industry outlook (next section).
Market Segments
Segment (Name) Description of Segment (consider product offering here as well) Demographic Geographic Behavioural Psychographic Segment Attractiveness
[ADD] name of segment
[ADD] description of segment / brief overview
[ADD] Demographic factors.
[ADD] Geographic factors.
[ADD] Behavioral factors.
[ADD] Psychographic factors.
[ADD] segment attractiveness: size & potential
Note: Only use segment variables per category that best profile each segment identified within the industry. Segment attractiveness is your interpretation of how attractive each market is based on the trends and direction of the industry for future attractiveness to enter market (consider Porters Five Force Model)
Targeting & Recommendations
Based on the segmentation analysis, the following segments(s) have been determined as the most attractive to enter. [Add or remove below headings based on what segments you will target! Change segment number to match above table] [This is related to Week 5 topic week!]:
Segment 1: [add name]
Segment 2: [add name]
Segment 3: [add name]
Steps involved:
The list below refers to what’s needed to evaluate the potential and commercial attractiveness of each segment. You should evaluate each segment and use the below criteria for the segments (each segment) you WILL target. Remember to justify your recommendations and use the below criteria. You should discuss your recommendation below each “segment” heading above.
Criteria Size: The market must be large enough to justify segmenting. If the market is small, it may make it smaller.
Difference: Measurable differences must exist between segments.
Money: Anticipated profits must exceed the costs of additional marketing plans and other changes.
Accessible: Each segment must be accessible to your team and the segment must be able to receive your marketing messages
Focus on different benefits: Different segments must need different benefits.
Justification: Your recommendation / reasoning for targeting.
Summarize and conclude your main points of report.
[Include at least 3 academic references. Further creditable sources should be considered. Follow LTU Harvard referencing style.]
[Place [relevant] additional tables/figures/graphs in the appendix and please don’t forget to refer them in the text - LTU Harvard Referencing is required. See library website for details.]

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