COMPETITIVE FACTORS + CONSIDERATIONS
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Description
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COMPANY PHYSICAL MARKETING CONCERNS
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• PHYSICAL MARKETING OBSTACLES
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physical marketing obstacles and
difficulties
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• PHYSICAL MARKETING RESOURCES
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physical marketing resources
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• PHYSICAL ADVERTISING POTENTIAL
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physical advertising potential
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• RESPONSIVENESS OF ADVERTISING REACTION
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responsiveness of advertising reaction
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• ADROITNESS TO MODIFY MARKETING EFFORT
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expertise to improve the marketing tasks
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• CLIENT HANDLING SYSTEMS & EQUIPMENT
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customer administration infrastructure
and equipment
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ADVERTISING & MARKETING MATERIALS
ELEMENT
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• ADVERTISING + MARKETING MATERIALS
ACQUISITION & SOURCES
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marketing materials and supplies
procurement
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• ADVERTISING & MARKETING MATERIALS
STOCK LEVELS
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stock levels & inventories of
marketing materials & supplies
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• DEPENDENCE ON ADVERTISING + MARKETING
CONTRACTORS
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dependence on outside marketing suppliers
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• ADVERTISING BUYING INFLUENCE
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advertising buying influence and
purchasing power
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SALES PERSONNEL PERCEPTIONS
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• SALES PERSONNEL ACCESSIBILITY
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sales & marketing personnel
accessibility
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• SALES EMPLOYEES RELATIONS
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sales employees rapport
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• PRESSURE OF SALESFORCE WAGE RISES
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salesforce salary rises and demands
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• RELATIVE SALES PAYROLL LEVELS
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salesforce payroll levels in comparison
to competitors
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• RELATIVE SALES INCENTIVE LEVELS
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salesforce reward levels relative to
competitors
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• SALESFORCE SPECIALIZED EXPERTISE
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specialized expertise of sales personnel
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MARKETING COSTS & MARGIN CONCERNS
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• MARKETING SUPPLIES INVENTORY LEVELS
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marketing supplies reserves and inventory
levels
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• VARIABLE MARKETING COSTS
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flexibility of variable sales &
marketing costs
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• FIXED MARKETING COSTS
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flexibility of fixed marketing costs
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• MARKETING PAYROLL COSTS
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responsiveness of marketing manpower and
staff costs
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• DIRECT MARKETING COSTS RELATIVE TO
COMPETITORS
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direct marketing costs relative to major
competitors
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• PRODUCT DEVELOPMENT COSTS
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product launch / innovation & product
development costs
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PRODUCT ADVERTISING + MARKETING
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• QUALITY
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product quality
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• PRODUCT SPECIFICATIONS
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product specifications
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• DESIGN
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product design and utility
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• OPERATING CRITERIA
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product operating requirements and
operating suitability
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• PRODUCT EFFICIENCY
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product efficiency and performance
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• PRODUCT RELIABILITY
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product dependability and integrity
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• PRODUCT LONGEVITY
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product longevity and shelf life
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• PRODUCT LIFE CYCLE
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product life cycle and obsolescence
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• PRODUCT CUSTOMIZATION
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degree of product customization and
flexibility
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• PRODUCT TECHNOLOGY
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product technology and technological
advantage
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• PRODUCT USAGE
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product interchangeability and usage
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MARKETING MANAGEMENT STRENGTHS
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• MANAGEMENT STRENGTHS: SENIOR MARKETING
PERSONNEL
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strengths of senior marketing personnel
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• MANAGEMENT STRENGTHS: SALESFORCE
MANAGERS
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effectiveness of salesforce managers
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• MANAGEMENT STRENGTHS: SALES &
MARKETING STAFF
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performance of sales and marketing
managers
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• MANAGEMENT STRENGTHS: CUSTOMER HANDLING
MANAGERS
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efficiency of customer handling managers
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• MANAGEMENT STRENGTHS: TECHNICAL
APTITUDE
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aptitude and technical capability of
sales managers
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• MANAGEMENT STRENGTHS: CUSTOMER HANDLING
RELIABILITY
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reliability of customer handling managers
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CORPORATE MARKETING CONSIDERATIONS
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• UPSTREAM MARKETING STRATEGIES
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upstream consolidation of marketing
strategies
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• DOWNSTREAM MARKETING TACTICS
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downstream co-ordination of marketing
tactics
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• CAPTIVE MARKETING CHANNELS
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captive marketing channels
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• RELIANCE ON EXTERNAL MARKETING
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reliance on third party marketing &
sales effort
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• RELIANCE ON EXTERNAL PROMOTION
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reliance on outside promotional effort
en-route to the market
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• RELIANCE ON EXTERNAL MARKETING SUPPORT
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reliance on third party marketing
activity for sales support
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• RELIANCE ON CUSTOMERS ATTITUDES
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reliance on customers attitudes to
corporate factors
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DISTRIBUTION MARKETING CONSIDERATIONS
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• WAREHOUSING & HANDLING
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warehousing and handling
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• PACKING & PACKAGING
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packing and packaging
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• DISTRIBUTION
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distribution activities
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• STOCK AVAILABILITY
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stock availability
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• ORDER PROCESSING
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order processing
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CUSTOMER TOPICS
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• LOCATION OF CUSTOMERS
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geographic location of the customer base
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• RELIANCE ON CUSTOMER BASE
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reliance on distinct customer bases
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• CAPTIVE CUSTOMER BASE
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captive and assured customer base
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• CONCENTRATION OF CUSTOMERS
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concentration of customers
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• PRODUCT USAGE FREQUENCY
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frequency of product usage
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• ORDER VALUE
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order value and volume of average
turnover
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• RELATIVE CUSTOMER SERVICING
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customer servicing relative to
competitors
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• SEASONALITY OF DEMAND
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seasonality of demand and customer
purchases
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COMPETITIVE MARKETING CONSIDERATIONS
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• ADVERTISING & SALES PROMOTION
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advertising and sales promotion posture and
activity
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• MARKETING COSTS
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total marketing costs
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• SALES PROMOTION COSTS
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sales promotion costs
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• SELLING COSTS
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salesforce and selling costs and expenses
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• ADVERTISING COSTS
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advertising costs
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COMPETITOR CONSIDERATIONS
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• COMPETITORS' PRICING GUIDELINES
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competitors' pricing procedures and
stance
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• SENSITIVITY TO ECONOMIC CONDITIONS
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sensitivity to economic conditions
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• RELATIVE MARKETING SPEND
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marketing spend relative to competitors
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• COMPETITORS' COMBATIVENESS
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combativeness of competitors' conduct and
attitude
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• ACCESS OF NEW COMPETITORS
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access of new competitors into the market
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• PRICES AT MSP
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prices at manufacturers sales price
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• PRICE INCREASES AT MSP
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previous price increases at manufacturing
level
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• PRICES AT RSP
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prices at retail or end users sales price
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• MARKET SHARE
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market share
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