Wk 4 – apply: signature assignment: part b: strategic marketing plan

  

Internal Data

Evaluate internal sources of information available to you inside the organization and what information you will receive from each source. Identify 3-6 sources of internal data. Insert or remove rows as needed.

   

Source

What    it Measures

Data

Potential    Usage

 

Example: Sales data

Monthly sales by specific product

Average sales that month in US   dollars for each of 10 products. Data can be segmented by business and   consumer markets.

Can be used for trend analysis,   projections, and to measure effectiveness of promotions.

 

 

 

 

 

 

Secondary Data

Evaluate secondary data sources and the specific information you need from each source. Insert or remove rows as needed. 

   

Source

What    it Measures

Data

Potential    Usage

 

Example: retail store analytics

Dollar value of sales by quarter by   major product categories

Total sales of major players

Market Share Analysis

Seasonal patterns

 

 

 

 

 

 

Primary Data

Evaluate primary data needs to create and evaluate the marketing plan. Insert or remove rows as needed. 

   

Source

What it Measures

Data

Potential Usage

 

Example: Focus group

Product usage, motives, identify   group level satisfaction, decision process, etc.

Qualitative

Identify different reactions of   market segments to product. Identify marketing opportunities, product/service   flaws and opportunities

 

 

 

 

 

 

Customer Relationship Management

Establish customer touchpoints and develop appropriate CRM events for customer acquisition, retention, and profitability. Insert or remove rows as needed.

   

CRM    Touchpoint

Purpose    & CRM Objective

Data

Potential    Data Usage

 

Example: Customer profile   information on website

Starts the account for visitors:   name, geography, email address (Customer acquisition)

Presale: geographic location;   customer id, source of reference

Email address

Post sales: address, product   purchased, quantity, price.

Track new and returning customer   counts, total period purchases by customer ID, geographic sales data. Can be   used for loyalty rewards, retention, and targeted marketing.