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IINSTITUTE OF MANAGEMENT SCIENCESMARKETING STRATEGY
ASSIGNMENT TYPE : WAC, WAC PRESENTATION, PROJECT
NAME OF ASSIGNMENT : ____________ASSIGNMENT NUMBER : _____________
SUBMISSION DATE : _____________
SUBMITTED BY :
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PAK - AIMS
Contents1 ] INTRODUCTION..................................................................................................................42 ] A SITUATION ANALYSIS......................................................................................................4
The Macro Environment.......................................................................................................5DEEP-LIST analysis...........................................................................................................5
An Industry Analysis............................................................................................................5Mission/Goals & Objectives..................................................................................................6Segmentation & Target Market............................................................................................6Marketing Mix......................................................................................................................7PLC/CLC/ILC.........................................................................................................................7Portfolio Analysis.................................................................................................................8KSF...................................................................................................................................... 8USP...................................................................................................................................... 8Market Analysis...................................................................................................................9
Market Share:...................................................................................................................9Sales:...............................................................................................................................9Growth Rates:..................................................................................................................9Competitive Analysis........................................................................................................9Product Attribute Analysis..............................................................................................10
SWOT ANALYSIS.................................................................................................................10Ansoff Matrix......................................................................................................................11
Ansoff’s Product-Market Expansion Grid.........................................................................12Financial Analysis..............................................................................................................12
Market Share..................................................................................................................12Sales Analysis.................................................................................................................12Ratio Analysis.................................................................................................................12Common Ratios..............................................................................................................13Analysis of Financial Statements....................................................................................13Example: Income Statement..........................................................................................14Break Even Analysis.......................................................................................................14Computing Break Even...................................................................................................15Break Even Point............................................................................................................15Formula For Calculating BEP IN UNITS............................................................................15
Break Even Point in Dollars............................................................................................15Break Even Plus Profits...................................................................................................16Break Even plus Profits...................................................................................................16
Over All Work Sheet...........................................................................................................163 ] Problem Identification......................................................................................................17
IDENTIFICATION OF MAIN PROBLEM...................................................................................17IDENTIFICATION OF SUB PROBLEM....................................................................................17
4 ] Alternatives to the Main Problem.....................................................................................175 ] EVALUATION OF EACH ALTERNATIVE...............................................................................186 ] Selection of Best Alternative............................................................................................187 ] IMPLEMENTATION.............................................................................................................188 ] RECOMMENDATION/S.......................................................................................................18
1 ] INTRODUCTION In the introduction you will give a short synopsis of the case. Inform the reader what industry does the company belongs, what the time of the
case, who are the key players, what issue is at hand. Remember not to reveal any hard facts in the introduction part as they have to be
utilized in the upcoming steps. Usually an introduction would include the following: Time of case Industry of operations Time of establishment of company Key People Important dates if any in the case Size of company Main Line of business of the company. Geographic Area (e.g. Region, Country or City in which operations are being held) Others Remember: NO HARD FACTS.
2 ] A SITUATION ANALYSISElements of Situational Analysis
Macro Environmental Analysis DEEP-LIST Analysis
Industry Analysis Mission Goal Objectives Segment and Target Market Marketing Mix PLC/CLC/ILC Portfolio Analysis KSF’s USP’s Market Analysis
Market Share Sales Growth Rates
SWOT analysis Ansoff Matrix Competitive Analysis Financial Analysis Strategic Analysis
The Macro Environment
DEEP-LIST analysis
Demographic Ecological Economic Political Legal Informational Social Technological
Give the factors of the above that affect the case only
An Industry Analysis
Solutions From Porter’s 5 Forces Model.
By analyzing this model you will have to identify either a industry is Attractive Unattractive Moderate.
Remember these Five forces can have the following effects. Either a force e.g.
Bargaining power of suppliers can be HIGHER OR LOWER. If it is Higher, then it is NEGATIVE FOR THE COMPANY. If it is LOWER, then it is POSITEVE FOR THE COMPANY.
So a force that is Negative A Force that is Positive for the company. A Force can also have a Moderate (~) effect
Analysis Continued. You will evaluate these five forces and see how many are positive, Negative or
Moderate. Then At the end, you will after looking at the positive and negative forces,
give conclusion about the ATTRACTIVENESS OF THE INDUSTRY. Remember that an unattractive industry does not means that profitability will also be
Negative. A company can make profits even in an unattractive industry and vise versa.
e.g. Nishat Mills is making a profit, although the Textile industry of Pakistan is UNATTRACTIVE.
Analysis Continued. You will evaluate these five forces and see how many are positive, Negative or
Moderate. Then At the end, you will after looking at the positive and negative forces,
give conclusion about the ATTRACTIVENESS OF THE INDUSTRY. Remember that an unattractive industry does not means that profitability will also be
Negative. A company can make profits even in an unattractive industry and vise versa.
e.g. Nishat Mills is making a profit, although the Textile industry of Pakistan is UNATTRACTIVE.
Mission/Goals & Objectives
Find any explicit or implicit statement of the firms mission. Goals and Objectives:
Look for the expressed or implied goals and objectives of the firm The importance of this is that after your analysis you can have a good picture
of either the company is really achieving/following its mission/goals and objectives or not.
Segmentation & Target Market
Segments Dealing in: Demographics Geographic
Industry Competitors
Internal Rivalry
Bargaining Power Of Suppliers
Bargaining Power Of
Buyer
Threat Of New
Entrants
Threat Of Substitutes
Psychographics Media Graphics
Define the appropriate Target market that the firm seeks to pursue. Customer Profiling
Marketing Mix
Here you have to give details of the Marketing Mix. Use the 7 P’s Model.
The 4 Hard P’s The 3 Soft P’s are:
People Processes Physical Evidence
PLC/CLC/ILC
ILC: Industry Life Cycle CLC: Company Life Cycle PLC: Product Life Cycle
Portfolio Analysis
The BCG Matrix Though this is a portfolio analysis that is meant to analyze different
businesses in the entire portfolio, but we will use this model for our product analysis.
Identify where the Product/ Products of the company fall in this matrix.
KSF
This part will identify the KSF’s of the business or in other words the KEY SUCCESS FACTORS
KSF’s are thing that are important while operating in an industry. Remember you have to list the factors for the industry and NOT the internal company factors.
These are the Key Factors for Success for any business operations in an INDUSTRY.
USP
The Unique Selling Preposition helps identify the main differentiation upon which the company is banking upon.
The USP’s have to be identified so that the Positioning strategy of the company can be analyzed.
Market Analysis
Market Share:
Look at Quantitative or Qualitative information that describes the past and current market Share position
Sales:
Sales Growth rates or Sales figures will be plugged here. This will help you to analyze the next point.
Growth Rates:
You will analyze the TRENDS in the patterns of Growth or Decline of the above two factors.
Competitive Analysis
Here you can analyze the Share Analysis of different competitors or the Product Attribute Analysis
Competitive Analysis
Market Share, Mind Share, and Heart Share
Market Share Mind Share Heart Share
2000 2001 2002 2000 2001 2002 2000 2001 2002Competitor A 50% 47% 44% 60% 58% 54% 45% 42% 39%Competitor B 30 34 37 30 31 35 44 47 53Competitor C 20 19 19 10 11 11 11 11 8
Product Attribute Analysis
Competitor A.
Attribute Importance( L/M/H )
Rating(1-5)
Impact
Price
Quality
Features
Benefits
Style
Overall Rating:
Remarks:
SWOT ANALYSIS
Here look at the strengths/weaknesses/opportunities/threats Remember
Opportunities and Threats are External Strengths and Weaknesses are Internal.
THE SWOT MATRIX
Quantitative Assessment of Elements within the SWOT Matrix
Ansoff Matrix
Ansoff’s Product-Market Expansion Grid
Financial Analysis.
Financial Analysis includes analysis like Market Share Sales Analysis and Trends. Ratio Analysis Break Even Analysis Analysis of Financial Statements
Market Share
Previously you have computed the Market Share of the Firm and also in the competitive analysis the Shares of competitors
Now you have to give a comparative situation by merging the both the previously done analysis.
Use a Tabular form to do this.
Sales Analysis
Here you can use Tables or Graphs to present the sales analysis of the company and its competitors or substitutes.
Be Creative over here
Ratio Analysis
Financial Ratios determine the relationship between two variables, and with the help of company ratios and industry ratios we can undergo a comparative analysis for the operating of our firms.
Common Ratios
Ratio Formula
Current Ratio Current AssetsCurrent Liabilities
Acid Test Ration or Quick Ratio
Current Assets- InventoryCurrent Liabilities
Inventory Turn Over Cost of Goods SoldAverage Inventory
Total Asset UtilizationROA
Net SalesTotal Assets
Profit Margin On Sales EBITSales
ROI EATTotal Assets
ROE Net Income Shareholders Equity
Analysis of Financial Statements
Most commonly three statements are analyzed: Balance Sheet Income statement Cash Flow Statement
Example: Income Statement.
Sales 3,600
Cost of goods sold 2,700
Gross Profit 900Less operating expense:
Selling expenses 40
General & Administrative 60 100
Gross Operating revenue 800
Less Depreciation 250
Net operating income 550
Less other expenses 50
EBIT 500
Less Interest expenses 200
Earning Before Tax 300
Less federal and state income tax (40%) 120
Earnings After Taxes (EAT) 180
Break Even Analysis
Break even point is that level of sales in either units or sales dollars at which a firm covers all the costs of investing in a project.
It is the level at which total sales revenue just equals the total costs necessary to achieve these sales.
Computing Break Even
Three values are required to calculate the BEP. Selling price per unit Level of Fixed Cost (TFC) Variable cost per unit produced (VC)
Break Even Point.
Formula For Calculating BEP IN UNITS
Fixed CostsContribution Margin
FCSP-VC
Break Even Point in Dollars
FC1 – VC SP
Break Even Plus Profits.
FC + ProfitSP- VC
In terms of Sales Dollars
Break Even plus Profits.
FC + P1 – VC SP
Over All Work Sheet
Environment Relevant Issues
Case Impact(Favorable/Un fav)
Case ImportanceImp/ Un imp
General EnvtSocial ___________ ____________ ____________Economic ___________ ____________ ____________Political ___________ ____________ ____________Legal ___________ ____________ ____________Technological ___________ ____________ ____________
Operating EnvtInternational ___________ ____________ ____________Suppliers ___________ ____________ ____________Competition ___________ ____________ ____________Customers ___________ ____________ ____________Labor ___________ ____________ ____________
Internal EnvtOrganizational ___________ ____________ ____________Marketing ___________ ____________ ____________Financial ___________ ____________ ____________Personnel ___________ ____________ ____________Production. ___________ ____________ ____________
3 ] Problem IdentificationIDENTIFICATION OF MAIN PROBLEM
Remember to distinguish the Symptoms from the problem! Problems are identified in terms of
Time Impact.
i.e. if the time to solve the problem is less, and if not solved the impact will be very high, it is the Main Problem
IDENTIFICATION OF SUB PROBLEM
Sub Problems have to be identified, so you will only list them over here. The treatment to the sub problems will be dealt at the last stage of case analysis. List a maximum of three (3) sub problems over here.
4 ] Alternatives to the Main Problem Give at least three (3) viable alternatives over here that can solve the main problem These alternatives can also be your strategies that you wish to implement.
5 ] EVALUATION OF EACH ALTERNATIVE Here you have to evaluate each individual alternative separately. You will look at the Cost and Benefits of each alternative, or in other words
the Pro’s and Con’s. To do this you will use the following Table.
Alternative #1: ____________________
Pro’s Con’s
Analyze & Record the Problems & Core Element.
Major Problem Or IssueDescription f Problem or Issue:
Evidence that this is a major problem:Facts:Symbols or other effects:Opinions:Assumptions:
1. .2. .3. .
4. .5. .6. .
6 ] Selection of Best Alternative This is the solution to your problem. Here you will after having performed an analysis on all the alternatives, select one
alternative that: Has more Pro’s then Con’s Solves the problem completely Is your final Solution for the case
7 ] IMPLEMENTATION Implementation means to bring the best suited alternative to the practical form. Here you will give details in how will you implement the alternative. Basically you will answer the following:
What to do? When to do it? How to do it? Who will be responsible for the implementation? Costs (if you can give the implementation costs)?
8 ] RECOMMENDATION/S These usually help or rectify all the sub problems that you have solved. Recommendations can be given in bullet form or they can be given in
paragraph form as well. You might want to give recommendations to each of the sub problems that
the company is facing.