市场营销案例分析步骤(国外英语资料).doc

市场营销案例分析步骤 Marketing case analysis steps I. summary of content Two, the current marketing situation analysis 1. Market analysis. 2, product status analysis. 3. Competition analysis. 4. Distribution analysis. 5. Analysis of macro environmental conditions. Three, risk and opportunity (SWOT analysis) Four, goals Five, marketing strategy formulation (STP, 4PS) Six, action plan Seven, marketing budget Eight, marketing control Review of analytical structures I. summary of content A brief summary of the main marketing objectives and measures is designed to enable management to quickly understand the main elements of the plan and to seize the key points of the plan. (case analysis can be abbreviated) Two, the current marketing situation Enter text. Provides background information about the current marketing status of the product, including market, product, competition, distribution, and analysis of the macro environmental conditions. 1. Market conditions List data about the size of the target market and its growth, the customers needs, etc.. 2, product status List the sales price, market share, cost, cost, profit margin of each breed in the enterprise product combination in recent years. 3. Competition Identify the main competitor in the enterprise, and lists the scale of the target, the competitors in the market share, product quality, price, marketing strategy and other related characteristics, in order to understand the intention and behavior of competitors, competitors change trend. 4. Distribution status Describe the types of distribution channels chosen by the companys products and their sales volume in various distribution channels. 5, the macro environmental situation A brief introduction to the main macro environment of the situation and the main development trends, including population environment, economic environment, technological environment, political and legal environment, social and cultural environment, to judge a product from fate. Three, risk and opport