Establish marketing objectives based on the results from the SWOT analysis.

Establish marketing objectives based on the results from the SWOT analysis. Marketing objectives must align with corporate objectives, modified by the company’s resources. Objectives should include a date for the completion of the objective and the way in which success will be measured. For example: The company will expand its marketing efforts to include a new market segment of 21- to 29-year-olds. This will entail the development of a customized product by June 2020 that will address the specific psychographic and technological needs of this age group. This strategy is expected to attain a 20% growth in overall sales by January 2020. Customer loyalty (willingness to recommend the product) will increase by 30%.

Part B: Marketing Data Analysis

Internal Data

Evaluate internal sources of information available to you inside the organization and what information you will receive from each source. Identify 3-6 sources of internal data. Insert or remove rows as needed.

Source What it Measures Data Potential Usage
Example: Sales data Monthly sales by specific product Average sales that month in US dollars for each of 10 products. Data can be segmented by business and consumer markets. Can be used for trend analysis, projections, and to measure effectiveness of promotions.
       
       
       
       
       
       

 

Secondary Data

Evaluate secondary data sources and the specific information you need from each source. Insert or remove rows as needed.

Source What it Measures Data Potential Usage
Example: retail store analytics Dollar value of sales by quarter by major product categories Total sales of major players Market Share Analysis

Seasonal patterns

       
       
       
       
       
       

 

Primary Data

Evaluate primary data needs to create and evaluate the marketing plan. Insert or remove rows as needed.

 

Source What it Measures Data

 

Potential Usage
Example: Focus group Product usage, motives, identify group level satisfaction, decision process, etc. Qualitative Identify different reactions of market segments to product. Identify marketing opportunities, product/service flaws and opportunities
       
       
       
       
       
       

 

Customer Relationship Management

Establish customer touchpoints and develop appropriate CRM events for customer acquisition, retention, and profitability. Insert or remove rows as needed.

CRM Touchpoint Purpose & CRM Objective Data Potential Data Usage
Example: Customer profile information on website Starts the account for visitors: name, geography, email address (Customer acquisition)

 

 

Presale: geographic location; customer id, source of reference

Email address

Post sales: address, product purchased, quantity, price.

Track new and returning customer counts, total period purchases by customer ID, geographic sales data. Can be used for loyalty rewards, retention, and targeted marketing.
       
       
       
       
       
       

 

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