| Define the current market |
 |
Customer category |
| |
 |
consumer
|
| |
|
business
|
| |
|
industrial
|
| |
|
institutional
|
| |
|
government
|
|
Define need for product/service |
|
Geographic coverage |
| |
|
distance |
| |
|
time
|
| |
|
traffic patterns
|
| |
|
topographic consideration |
| |
|
social and cultural considerations |
|
Demographic target |
| |
|
age
|
| |
|
income |
| |
|
sex |
| |
|
employment
|
| |
|
education |
| |
|
residence |
| |
|
family status |
| |
|
race |
| |
|
religion
|
| |
Psychographic characteristics |
| Quantify the market |
|
Size |
|
Trends |
|
Local issues |
|
Based on demographic and geographic definitions
of the market |
| Profile the competition |
|
Who are your competitors? |
|
Where are they located? |
|
How do they/you compare to them? (strengths,
weaknesses) |
|
Nature and status of each competitor |
| Marketing Strategy |
|
Competitive focus (price, quality, service,
selection, convenience) |
|
Marketing method (s) |
|
Channels of distribution |
|
Advertising/promotion plan |
| Future Markets/Expansion Markets/Opportunities
for Years 2,3, & 4 |
|
Products, services, geographical area |
