MKT 498 Week 2 Individual Assignment Marketing Analysis Tools Table 1 
Area to Analyze
Things that could be analyzed in this area
Advantages/strengths of this type of analysis in developing a marketing strategy
Drawbacks/weaknesses of this type of analysis in developing a marketing strategy
Product positioning
Customers views on the product and brand name, Product attributes, Brand image, Competitors, Consumers and potential consumers, Buyers, Business to business customers, quality, pricing, distribution, communication tactics, target market, opportunities, distribution
Assists the organization in deciphering where the product exists or needs to exist.
Can be used to measure old products against new formulated products.
Can differentiate the product.
Gives insight into what the product presents.
Time consuming, costly, opinion based, sometimes not measureable
Competitive positioning
Sales, Customer views on product and brand name and competitors product and brand name, Product attributes, Brand image, Competitors, Consumers and potential consumers, Buyers, Business to business customers, quality, pricing, distribution, communication tactics, target market, opportunities
Strategically places the product in the ideal position to supersede the competition.
Helps the organization better understand the competitor(s) positioning and formulate a better position against the competition.
Provides insight into how the customer perceives the product in relation to the competitor(s) product.
Can differentiate the product.
Time consuming, costly, must constantly be redesigned to surpass the competition, consistent competition requires the product to be repositioned periodically, lost revenue due to required changes in price to remain competitive
Customer perceptions
Stimulus factors, situational determinants, beliefs, prior attitudes, needs, individuals that the consumer interacts with, events
Influences buyer behavior.
Positive cognitive impression.
Gives the company an informed idea of how the customer feels about the product.
Things that could be analyzed in this area
Advantages/strengths of this type of analysis in developing a marketing strategy
Drawbacks/weaknesses of this type of analysis in developing a marketing strategy
Product positioning
Customers views on the product and brand name, Product attributes, Brand image, Competitors, Consumers and potential consumers, Buyers, Business to business customers, quality, pricing, distribution, communication tactics, target market, opportunities, distribution
Assists the organization in deciphering where the product exists or needs to exist.
Can be used to measure old products against new formulated products.
Can differentiate the product.
Gives insight into what the product presents.
Time consuming, costly, opinion based, sometimes not measureable
Competitive positioning
Sales, Customer views on product and brand name and competitors product and brand name, Product attributes, Brand image, Competitors, Consumers and potential consumers, Buyers, Business to business customers, quality, pricing, distribution, communication tactics, target market, opportunities
Strategically places the product in the ideal position to supersede the competition.
Helps the organization better understand the competitor(s) positioning and formulate a better position against the competition.
Provides insight into how the customer perceives the product in relation to the competitor(s) product.
Can differentiate the product.
Time consuming, costly, must constantly be redesigned to surpass the competition, consistent competition requires the product to be repositioned periodically, lost revenue due to required changes in price to remain competitive
Customer perceptions
Stimulus factors, situational determinants, beliefs, prior attitudes, needs, individuals that the consumer interacts with, events
Influences buyer behavior.
Positive cognitive impression.
Gives the company an informed idea of how the customer feels about the product.
References: Clow, K., & Baack, D. (2007). Integrated advertising, promotion, and marketing communications (3rd edition). Upper Saddle River, NJ: Pearson/Prentice Hall. Product positioning, channel of distribution. (2011). In Marketing power. Retrieved from http://www.marketingpower.com/_layouts/Dictionary.aspx?dLetter=C#channel+of+distribution