Preparation of Six Page Analysis for CIM Case Study (Strategic Marketing in Practice)

The following frameworks would be useful to prepare an effective 6 page analysis for the CIM stage three case study.

The Strategic Framework
1) Current Situation = For example TWOS matrix

2) Corporate Direction = Ex. Vision, Mission and Objectives

3) Target markets

4) Marketing Objectives

5) Marketing Programs and Issues for Implementation

6) Control Systems

Analyzing External Environment

1) PESTEELE Analysis – (Political, Economic, Socio Cultural, Technological, Ethical, Environment, Legal, Education)

2) Porter’s Five Force Analysis

3) Competitor Analysis

4) Understanding Structure of the Market

5) Understanding Customer Needs and Behaviors

6) Consumer Buying Process

7) Competitive Strategies : -

Market War Fare
a) Market Follower Strategies

b) Market Leader Strategies

c) Market Challenger Strategies

d) Market Nicher Strategies

e) Market Pioneer Strategies

8) Segmentation, Targeting and Positioning (STP Approach)

Internal Environment

1) Value Chain

2) Balance Score Card

3) Profit Impact on Market Share (PIMS)

4) Marketing Control Systems

5) The Implementation Matrix

6) Organisation Culture Types

7) Positioning Maps

8) Stake Holder Analysis

9) Financial Ratios

10) Customer Relationship Management


* In addition you could concentrate on SWOT analysis, Brand Union, Key Account Management etc.