Step 1. Situation Audit

Situation audit should be done by doing SWOT analysis. For example:

1. 1. Excellent Brand Image – S
2. 2. Pricing strategy need to be revisited. S
3. 3. Online presence is need W
4. 4. Locations ……………………………………………………….. W
5. 5. Intensive growth may require refocus ………………………………………. O
6. 6. This Company entered this market with much fanfare but now their sales are stagnating. T

Even though I did not separate the S, W, O and T, you should clearly separate them and write them clearly.

 

Step 2. PROBLEM DEFINED

Even though this company has been facing a variety of problems, the critical problem is ………………….. This company hopes to do …………………… which may affect their brand strategy in the following way ——

————–. This may also require them to change their ——————–. This company wants to ————

–. The Key problem is about ———————.

 

Step 3. IDENTIFICATION OF ALTERNATIVES

This company has the following options:

1.

2.

3.

Related marketing mix would need to be adjusted based on the option chosen.

Step 4. Critical Issues

Following critical issues need attention:

a.

b.

c.

d.

e.

f.

g.

 

Step 5. Analysis

This is the area where you discuss each option and pros and cons of each option in Step 3. Make sure in this analysis that all the critical issues are addressed for each option above.

 

What are the pros and cons of keeping current Target Market?

What are the pros and cons of expanding the target market to upper and middle class?

For example:

Option 1:

Pros:

(1) ———

(2). ———

(3). ——–

(4). ——–

Cons:

(1)

(2)

(3)

Option 2:

Pros:

(1) ———

(2). ———

(3). ——–

(4). ——–

Cons:

(1)

(2)

(3)

Step 6.Recommendation

Recommend one of the two options identified in Step 3 and justify. In addition, specify all the execution details for this option. That is, how to implement.