1. Paper Three: SWOT, Target Market, Positioning MKTG 241 Due: March 8, 2012 25 points

2. Paper Three: SWOT, Target Market(s) and Positioning Strengths, Weaknesses, Opportunities and Threats ◦Conduct a SWOT Analysis – using data from environmental, competitive and customer analysis ◦Outline your conclusions and implications for your marketing strategy

3. SWOT Analysis Strengths Weaknesses Opportunities Threats Internal to your business External to your business

4. Target Market Description and Analysis ◦Identify and describe your target market segment(s) using segmentation variables. ◦Size and growth rate: What are the important and potentially important submarkets? What are their size and growth characteristics? What are the driving forces behind sales trends? ◦Profitability: For each major submarket or target market, consider: 1) is the segment likely to be profitable? 2) How intense will be the competition be? 3) How attract will this market be now and in the future? ◦Cost Structure: What are the major costs and value- added components required for the market? ◦Distribution systems: What distribution channels are needed to address the market? ◦What are the trends in the market? ◦What are the key success factors for the market?

5. Marketing Strategy ◦Marketing objectives and relationship to overall corporate (or enterprise) objectives ◦Identify key strategies issues such as:  Value proposition and competitive advantage  Positioning relative to the competition