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1. CustomersWho are the currentcustomers/users? Include info

    1. CustomersWho are the currentcustomers/users? Include information related to demographics, psychographicsand buying behavior, price sensitivity, customer satisfaction and loyalty. For example: You could include information suchas whether the brand is trying to appeal to a certain social or cultural groupand how customers perceive the product/brand. It’s also possible to include demographicinformation related to: age, educational attainment, geographic area, gender,race, employment status and/or home ownership. Additionally, you can discuss psychographicinformation which includes those attributes that relate to personality, values,attitudes, interests, or lifestyles of people. This area is also related to situationallife stages as well as customer beliefs, and how customers want to seethemselves and be perceived. Some examples of psychographic groups includevideo gamers, soccer moms, sports fanatics, hipsters, and single moms. Lifecycle stages include: retirees, new homeowners, college students and newparents. Be aware that some products/brands may appeal to a wider customer basethan others.What do the customersbuy/use? [Insert response]What changes can thecompany/brand expect in the future? How can the company/brand better serve itscustomers? Include information about potential opportunities and threats.For example,you could include information about the current demand for the product/brand, andhow it is changing or has changed including possible variations ormodifications in the future. You may also determine/discuss if the brand/companycan take advantage or has taken advantage of the changes. It’s also possible toconsider and talk about whether the product/brand is a less expensivesubstitute, perhaps, or maybe a product/brand that is easier to use with morefeatures. [Insert response]2. Company[This is what the brandis currently.] Identify strengths and weaknesses of the company/brand as it exists today. Whatdoes the company/brand do well and not so well at this very moment?[Insert response][This is what thecompany/brand needs to become.]How can the company/brand improve itsweaknesses and maintain or grow its strengths? Suggest how the company/brandcan improve upon the things it does well and not so well.[Insert response]3. ContextDefine the currentbusiness environment. Include information about political, legal, economictechnological and societal factors that may influence sales.For example: You could perhaps discuss the current trendsand conditions for this Industry and for the brand. It’s possible to includeinformation about how the Economy affects this industry. This could include changesin income: are people losing jobs, or getting paid more? Changes in spending habits could be consideredas well. Other factors such as use of public transportation and shopping onlinemay also be relevant. Whether or not the product is high-tech, or state-of-the-artcan be also be included in describing the context. For example, are there othercompanies producing new versions of the product? Is the market changingquickly? How is technology affecting this product or service? Are there any newlaws that may affect the brand?[Insert response]4. CollaboratorsDefine the businesspartnerships. Does the company/brand have any current partnerships? What othercompany/brand may be a good partner for them?[Insert response]5. CompetitorsWho are the maincompetitors?[Insert response]6. RecommendationsBased upon the analysisyou just completed in this worksheet, what are three (3) key recommendationsthat you could pass along to Management regarding the future direction of thecompany you selected? 1. [Insert response]2. [Insert response]3. [Insert response]

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