Your Company Analysis Worksheets
Part of your marketing analysis involves an honest and comprehensive look at your company. This internal analysis will allow you to
enhance your company’s strengths and improve on your weaknesses. The following worksheets will cover:
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The Five P’s
Important Questions
Your company’s strengths and weakness
Your company’s core competencies
Problems and opportunities
Corporate philosophy
The Five Ps
Each customer interaction, exposure or contact is an influence point where you have an opportunity to build customer interest and
loyalty. Using the Five Ps of marketing, examine some of the influence points your company can use to enhance customer
relationships.
P's
Product
Determine which aspects of the product itself are
important and have an influence on customer perception
and purchase intentions.
Price
List the aspects of price that influence customer
perception.
Placement
List the aspects of placement that influence the
accessibility of your product.
Promotion
Influence Points
P's
List the ways you have to promote your company to
communicate with customers (website, blog, trade shows,
mail, networking events etc).
People
List all the points of contact with your customer that may
be important to the success of your company.
Influence Points
Important Questions
As part of your company analysis, you need to ask yourself some important questions to determine if your company has the
essential information on important issues such as your target market, advertising, your competitors etc.
No need for detailed answers here (this will be done in other worksheets), this is simply to help your mind get going in the right
direction.
Questions
What’s my target market?
What are some of my obstacles? How do I plan to
overcome them?
How much money do I need for marketing?
How will I advertise my service? Web? Magazine? Trade
shows? Radio?
What's the best way to reach my target market?
Answers
Questions
Who are some of my potential customers?
What can I offer differently from some of the businesses
that offer a similar product/service?
What are some of the risks I will be facing? How can I
reduce them?
Is the marketing plan I have in mind properly positioned,
or do I need to change some things around?
Answers
Strengths and Weaknesses
Analyzing your company’s strengths and weaknesses is not always easy, but it’s an essential part of your company analysis. Knowing
your areas of strength and areas of improvement will allow your company to be more competitive in the market place.
Feel free to add or delete categories as your company sees appropriate.
Category
Target market needs, wants and
consumption trends
Value the company brings to the
target market
Product and technological
Operational
Distribution
Strength
Weakness
Category
Pricing
Promotion/marketing
communications
Strength
Weakness
Core Competencies
Your company’s core competency is one that makes a significant contribution to your customer and is difficult for your competitors
to duplicate.
List your top core competencies.
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2.
3.
Problems and Opportunities
Using data from above and other worksheets, you can forecast possible problems to prepare for and opportunities to take
advantage of.
Problems
Opportunities
Product/Service
Sales Analysis
Distribution
Pricing
Target Market
Product Awareness and Attributes
Corporate Philosophy
Your corporate philosophy is your company’s mission and values. It is how your company wants to be perceived by its customers and
employees. It is the philosophy that will be integrated in every facet of your company’s daily life.
Take some time to write the Mission Statement and Vision Statement your company will be guided by in the years to come:
Mission Statement
Vision Statement