Description
Industry/Company Review
A description of the industry in which your product competes
Size
Growth
Current trends and developments
Key factors necessary for an understanding of the setting
Snapshot of your company
Including a very brief history
The firm’s present status
Product lines
Sales history
Target markets
Current marketing mix
Other factors making the company what it is today
Industry Information: S&P’s Net Advantage, Mergent Online
https://www.capitaliq.com/CIQDotNet/company.aspx?companyId=34125194
https://www.mergentonline.com/companydetail.php?compnumber=119897&pagetype=synopsis
Product Review/Buyer Analysis
A description of the product or service that is the focus of your campaign plan.
Emphasis should be on the product’s sales history, market share, strengths, weaknesses, key benefits, brand image, and other factors important for an understanding of the product’s or service’s performance and place among its category competitors.
In addition, there should be identification of the various market segments and the user profile for the product, as well as a description of the consumer decision process for the product and the important factors influencing brand selection.
Who buys the product or service?
Who is the decider?
The influencer?
What are the demographic, geographic, psychographic, and behavioral factors that influence the buying decision?
Is buying behavior characterized by extended or limited problem-solving?
Is the product/brand a high-involvement or low-involvement purchase?
In short, what are the key factors that influence buyer behavior for this product or service?
Sample Solution
