Buyer decision process of the primary target market, Marketing Management

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Buyer decision process of the primary target market

Company: The Gap

A. Current Marketing Situation

1. Market description

Segmentation (describe target market using segmentation characteristics)
Marketing targeting strategy
Value proposition
Factors influencing consumer behavior of the primary target market
Buyer decision process of the primary target market

2. Product review

Levels of product/service
Type of product/service
Product/service life cycle
Benefits/features analysis
Differentiation
Branding strategy

3. Competitive review

Competitive analysis
Market share
Competitive positions and roles
Strategic sweet spot
Positioning

4. Distribution review

Current supply chain members and roles
Value-delivery network analysis
Current type of distribution strategy

B. Strengths, Weaknesses, Opportunities, and Threats Analysis (SWOT)

Microenvironments

Macroenvironments

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Marketing Management: Buyer decision process of the primary target market

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Marketing Management: Buyer decision process of the primary target market

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