First lecture of market analysis. Brief introduction into internal-external and SWOT analysis

1. Marketanalysis International module 2010 http://marketanalysis2010.ning.com

2. Studentquiz Youget 5’ to knoweachother. Afterwardsyouwillbeasked to present student X to the group. name | age | whereabouts| studies | hobby’s What does he/sheexpectfromthis module

3. Contents Introduction Marketanalysis Internal External SWOT Marketingstrategy Sementation and target groups Brandmanagement Marketingmix (4P’s)

4. Evaluation Project paper existing out of: Groupwork (marketanalysis) Individualwork (marketing strategy) This paper is handed in onbeforehand. On the oralexamyou’ll have to explainyour paper and link itwith the theoryseen in class.

5. What is marketanalysis?

6. Whyshould we analyse?

7. Assumethatyoulaunch a new productwhatwouldyouexplore?

8. Watch the movie and answer the questionsonyour sheet.

9. Let’smake a SWOT-analysis of a cheese farm Production of uniquecheese Limited opening hours Limitednumber of distribution points Company is affiliated in an environment withmanybicycle and walking routes. Low productioncapacity Notgoodaccessibility goodcost/qualityproportion Old-fashionedcheesealsoavailable in the hypermarkts People are more and more in search of personalapproach and authenticity Few cheese farms in the direct surroundings Manynicerecipes in house forproducingcheese