1. Background to selection of the sustainable market offering
Document the process the group went through in deciding upon the offering. Each of the following five pre-implementation stages of CPS needs to be addressed:
i. Problem identification
ii. Problem delineation
v.Idea evaluation and refinement.
(Note: Working toward the 6th and final step in the creative problem-solving process –implementation – is the aim of the marketing plan.)
2. Situation analysis of the selected sustainable market offering
This section of the report elaborates on those parts of Section 1 that relate to the final chosen market offering positioned on sustainability. It comprises three parts:
i. Profile of the sustainable market offering, e.g. in terms of:
- nature– what combination of product, service and/or experience
- type – industrial or consumer good (convenience, shopping, speciality or unsought)
- value provided (utility created) to customer/end-user to address their unmet needs; discern between core, actual and augmented levels of offering (if applicable)
- sustainability benefits – economic, social, environmental
- existing brand perceptions (if applicable)
- information needs to be filled and an outline of the marketing research (secondary, primary) required to do so.
ii. Environmental analysis
An assessment of current external macro- and micro-environmental factors pertinent to the future of the sustainable offering:
- main issues and trends within political/legal, economic, socio-cultural, technological and ecological(PESTE) macro environment
- competition: main direct and indirect competitors (e.g. in terms of their size, goals, market share, product quality, marketing strategies and other characteristics that are needed to understand their intentions and behavior). Focus on their key competitive advantages and weaknesses. How are they positioned?
- suppliers and intermediaries: main issues and trends
- information needs to be filled and an outline of the marketing research (secondary, primary) required to do so
- SWOT analysis
– Describe the sustainable offering’s internal strengths (things it does well) and weaknesses (things it does not do well).
– Describe the opportunities and threats in the external environment that would influence the prospects of the offering.
– Assess how strengths might be matched to opportunities to produce leverage.
– Assess the problems that result when environmental threats attack weaknesses in the offering.
– Anticipate how internal weaknesses or limitations may prevent the offering from taking advantage of opportunities.
– Anticipate how strengths might be used to used reduce the vulnerability to threats.
iii. Market and customer analysis
- Consumer or business market
- Market type: potential (interested customers), available (interested with income and access to offering), qualified (available and suitable on other criteria, such as age) and target (qualified and to be served) and penetrated (current buyers)
- Customer need
- Market growth, market share (if applicable)
- Influences on consumers (e.g. cultural, social, personal) or business customers (e.g. size, industry,growth, resources, supplier relationships)
- Information needs to be filled and an outline of the marketing research (secondary, primary) required to do so.