1. SWOT Analysis Market Segmentation
Market Planning
SWOT Analysis
Market Segmentation
J Sutherland Herriman High

2. Situational Analysis And so SWOT is born...
Good Marketing begins with good planning
Companies must look critically within to recognize strength and weaknesses
Must also look for opportunities and threats from outside the company as well
External
Harmful
Helpful
Internal
Strengths
Weaknesses
Threats
Opportunities
And so SWOT is born...

3. internal Company Customers Competition Strengths vs Weaknesses
How the business operates
Company
What does the company do well, and weak.
Review of the staff
It’s financial situation
Production capabilities
Marketing Mix
Customers
Studying their buying habits.
Who are your customers?
What, when, and how much do they buy?
How do customers rate the company
Competition
How are you compared to the competition?
What is the company’s market share?
Are competitors taking business away from the company?
Internal
Helpful
Strengths
Weaknesses
Internal
Harmful

4. External Environmental Scan Competition Opportunities and Threats
What’s happening in the world?
Politically
Economic
Socio-cultural
Technological
PEST
Opportunities and Threats
What is happening outside??
Competition
Must know what the competitors are doing at all times
Changes in a competitor’s financial situation can provide opportunities
Opportunities
Threats
External
Helpful
External
Harmful

5. ROMI Return On Marketing Investment –
A measurement organizations calculate that helps them evaluate their marketing investment

6. Market segmentation
Businesses look for ways to connect with current and potential customers
They need to know these people well.
Where they live
Their income level
Age
Ethnic background
Activities
Values
Interests

7. Market segmentation
Marketers analyze groups of customers and break them down to smaller, more precise clusters.’
For example: Jeans
Who is buying?
At what price?
What special features do they want?

8. Demographics
Describe a population based in terms of personal characteristics
Age
Baby Boomers – Born between
Generation X – early 1960s to the early 1980s
Generation Y - early 1980s to the early 2000s
Generation Z - early years of the 2000s to the present
Gender
Income
Marital Status
Ethnic Background

9. Geographics Segmentation of market based on where people live
Local
Regional
National
Global markets
For example:
A small restaurant will cater to people who live near by
Coca-Cola and Pepsi are marketed internationally

10. Psychographics Grouping people with similar lifestyles as well as:
shared attitudes
Values
Personalities
Opinions
How a shared group spends their time and money

11. Behavioral Looking at the benefits desired by the customer
Shopping patterns
Usage rates
For example:
MasterCard research revealed five groups of online customers:
Confident core users
Cautious shoppers
Mainstream users
Curious but not convinced
And technology skeptics
The overriding finding was that enhanced security influenced purchasing decisions.

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