Sit with your Groups
Group 1 Andreas, Mala,
Linda, Lucy
Group 2 Rachel, Angel,
Mary, Masa
Group 3 Sophia, Erin,
Silas, Dinh
Group 4 Cody, Vladimir,
Brett, William
See Appendix , pp. 639-659
Market Strategy
Market Analysis
Target Market
Product
Pricing
Distribution (Place)
Promotion
Sales Forecast (Pessimistic, Most Likely,
Optimistic)
Forecast of Marketing Expenses
(Pessimistic, Most Likely, Optimistic)
Pinpointing the Target Market
Who are my
customers?
 Now?
 In the future?

Who are my customers? Potential?
What are they looking for?
What kind of people are they?
How old are they?
Are they male or female?
What kinds of jobs do they hold?
What is their household income?
Where do they live?
How often do they buy these products or services?
What models, styles, colors, or flavors do they
prefer?
Why do-or don’t-they buy from my business? From
my competitor?
What hours do they prefer to shop?
What advertising media is likely to reach them?
Geographic
Where do they live?
What are their addresses?

Demographic
Age-How old are they?
Sex-What is their sexual orientation?
Race-What is their ethnic background?
Education-What schooling did they finish?
Income-What kind of job do they have?
Spirituality-Is their religion important?

Psychographics
What are their preferences?
When do they buy?
Who influences them?
How do they want to pay?
What kind of advertising will reach them?
Where do they buy now? Why?

Conducting Market Research




What do they want?
What do they need?
What are/aren’t they getting
from their suppliers now?
What more will they want in
the future?




What kind of information
don’t I have now?
Where can I get them?
If I am going to do primary
research, who will I target?
What will I use?
If I need secondary research,
where will I go? WWW?
Library? Chamber of
Commerce? Trade
Association?
Discussion with GroupMarketing Plan






Pinpointing the target market
Who are they?
Conducting market research
What do they need and want?
Building a competitive edge
How do I serve them so I can keep them?
Creating the marketing mix
What is my product range? How do I attract new
customers? Where do I make my products accessible?
Forecasting
What marketing expenses do I plan to budget?
What kind of sales will I have? (3)
Pricing
What pricing techniques are relevant to me? At what prices
shall I sell my products/services?
Discussion with GroupOperational Plan







How will you produce your products and
services? What will be your layout?
Where will you be located?
How many people will you have?
How much inventory will you keep?
Who will be your suppliers?
What will be your credit policies?
How will you manage accounts
receivables/payables?

Week of May 19-23:
May 19, Managing Cash Flow
May 20, Group Work
May 21, Sources of Financing
May 22, Group Work
May 23, E-Commerce
Week of May 27-30
May 27, Group Work
May 28, Global Aspects
May 29, Group Work
May 30, Building a New Venture Team
Week of June 2-6
June 2, Quiz
June 3, Group Work
June 4, Review
June 5, Group Work
June 6, Finals
June 11 - Group Presentations (30 mins each)
Assessment
Quiz 1 (Chapters 1 & 2)
10 pts
Quiz 2 (Chapters 5, 6, 7)
10
Business Model (May 19)
10
Feasibility Study (May 27)
10
Group Paper (June 11)
10
Group Presentation (June 110
10
Quiz (Chapters 9, 15 & 16) (June 2)10
Final Examination (June 6)
30
100

REMINDER:
Business Model (due May 19, 2008):
VMG
SWOT
KSFs
Competitive Profile Matrix
Strategy
Feasibility Study (due May 27, 2008):
Industry Market Feasibility Analysis
Product or Service Feasibility Analysis
Financial Feasibility Analysis
Quiz 1 Quiz 2 Business Feasibility Group
Model
Study
Work
________________________________________________
Andreas
x
x
x
x
not on sked
Mala
x
x
x
x
Linda
x
x
x
x
Lucy
x
x
x
x
_______________________________________________
Rachel
x
x
x
x
on sked
Angel
x
x
x
x
Mary
x
x
x
x
Masa
x
x
x
x
_______________________________________________
Sophia
x
x
x
not on sked
Erin
x
x
x
x
Silas
x
x
x
Dinh
________________________________________________
Cody
x
x
x
x
not on sked
Vladimir
x
x
x
x
Brett
x
x
William
x
x
x
x