Marketing Analysis in Practice

Author: Donald R. Leiman Russell Weina
Publisher:
Publish Date: 2004-04-01
Features: This book originates from the "Marketing Planning and Strategy" course at Columbia Business School. Unlike courses that only apply to MBA students, this is a "handbook-style" marketing plan analysis course that guides "market research managers," "marketing managers," "brand managers," and "product managers" in data collection and analysis in their actual work. The book organizes its content framework in the format of a marketing plan, exploring the marketing plan analysis in the marketing decision-making process, with a focus on the analysis of product environment, customer, and competitor data. It introduces practical marketing analysis templates and methods to conduct marketing analysis.
Chapter 1: Overview of Marketing Planning – Basic principles of developing a marketing plan, common mistakes made when creating plans, and a detailed outline of the marketing plan.
Chapter 2: Defining Competitors – Methods for identifying competitors at different levels.
Chapter 3: Industry Analysis – Assessing the position of the product in the market using indicators such as market growth rate, industry factors (barriers to entry), and environmental factors (e.g., regulation).
Chapter 4: Competitor Analysis – How to analyze the competitive landscape based on competitors' goals, strategies, and capabilities, and predict their future behavior.
Chapter 5: Customer Analysis – Managing and analyzing customer information.
Chapter 6: Market Potential and Sales Forecasting – Methods for predicting market potential, sales potential, and market share.
Chapter 7: Developing Product Marketing Strategies – Effectively applying marketing analysis methods to marketing strategy development.