1. Ms. Park

2. 1. Market Analysis 2. Market Selection 3. Marketing Mix

3.  What does market look like?  Internal and external perspective

4.  Strength (Internal)  Weakness (Internal)  Opportunity (External)  Threats (External)

5. Strength -Global brand -Hybrid cars: Prius Weakness - Damaged reputation Opportunity - Gas prices are rising and there is increase in need for hybrid or gas-efficient cars Threats - Elantra (Hyundai) wins 2012 North American Car of the Year

6.  Marketing expertise.  A new, innovative product or service.  Location of your business.  Quality processes and procedures.  Any other aspect of your business that adds value to your product or service.

7.  Lack of marketing expertise.  Undifferentiated products or services (i.e. in relation to your competitors).  Location of your business.  Poor quality goods or services.  Damaged reputation.

8.  A developing market.  Mergers, joint ventures or strategic alliances.  Moving into new market segments that offer improved profits.  A new international market.  A market vacated by an ineffective competitor.

9.  A new competitor in your home market.  Price wars with competitors.  A competitor has a new, innovative product or service.  Competitors have superior access to  channels of distribution.  Taxation is introduced on your product or service

10.  Get in groups of 4  Create a SWOT table for Nike