Individual Assignment Project Situation Analysis
Company: Allbirds
https://www.allbirds.com/pages/our-story
Outline for the Individual Assignment
I. Internal Aspects of the Company. For this portion of your paper, you can use company Annual reports, or 10K reports: Give a brief overview of your groups company and their current situation.
a. Describe the basic business, including the mix of products/services being offered.
b. Include some strong and weak parts of the company.(Use experts analysis here)
c. Include some key trends in the industry or marketing environment (external to the company). * See exhibit 3.5 for ideas/examples (and address each aspect).
II. Profile the companys primary target markets (including different segments) and how the company positions its brand(s) (i.e., what image it wants each brand to have in the minds of the target market customers). (You can get this information from the website, and also take a look at some of their advertising, to determine positioning).
III. Aspects of External Analysis: Based on your early findings, identify some key marketing issues (e.g., challenges or opportunities) facing the company and some possible marketing strategies that could be used to improve success (given those challenges/opportunities).
IV. This information should be available through the Business
Sources that are listed in the Library Companion site in the Module on the Marketing Plan Supplements.
Requirements:
1. Address each part directly and concisely, but with some explanation.
2. Situation Overview- Marketing Mix, Strengths and Weaknesses, Trends/issues. Complete Analysis. Includes robust description and discussion of Mix, SW and Trends
3. Segmentation, Targeting and Positioning- Complete discussion of STP
4. Key Issues and Trends- Identifies several key issues
5. Writing-style and citation format- Professionally written and cited
6. Include a list of resources (at least 4), using APA format for citing and list at end. Be sure to cite all sources of information included within the paper.
7. Try to limit this assignment to about 3-5 double-spaced pages (use complete sentences and subheadings).
Additional Resource:
Exhibit 3.5. A Framework for Analyzing the External Environment
Competition
Who are our major brand, product, generic, and total budget competitors? What are their characteristics in terms of size, growth, profitability, strategies, and target markets?
What are our competitors key strengths and weaknesses?
What are our competitors key capabilities and vulnerabilities with respect to their marketing program (e.g., products, distribution, promotion, and pricing)?
What response can we expect from our competitors if environmental conditions change or if we change our marketing strategy?
How is our set of competitors likely to change in the future? Who are our new competitors likely to be?
Economic Growth and Stability
What are the general economic conditions of the country, region, state, and local area in which our firm operates?
What are the economic conditions of our industry? Is our industry growing? Why or why not?
Overall, are customers optimistic or pessimistic about the economy? Why?
What are the buying power and spending patterns of customers in our industry? Are our industrys customers buying less or more of our products? Why?
Political Trends
Have recent elections changed the political landscape within our domestic or international markets? If so, how?
What type of industry regulations do elected officials favor?
What are we doing currently to maintain good relations with elected officials? Have these activities been effective? Why or why not?
Legal and Regulatory Issues
What proposed changes in international, federal, state, or local laws and regulations have the potential to affect our marketing activities?
Do recent court decisions suggest that we should modify our marketing activities?
Do the recent rulings of federal, state, local, and self-regulatory agencies suggest that we should modify our marketing activities?
What effect will changes in global trade agreements or laws have on our international marketing opportunities?
Technological Advancements
What impact has changing technology had on our customers?
What technological changes will affect the way that we operate or manufacture our products?
What technological changes will affect the way that we conduct marketing activities such as distribution or promotion?
Are there any current technologies that we do not use to their fullest potential in making our marketing activities more effective and efficient?
Do any technological advances threaten to make our products obsolete? Does new technology have the potential to satisfy previously unmet or unknown customer needs?
Sociocultural Trends
How are societys demographics and values changing? What effect will these changes have on our customers, products, pricing, distribution, promotion, and our employees?
What challenges or opportunities have changes in the diversity of our customers and employees created?
What is the general attitude of society about our industry, company, and products? Could we take actions to improve these attitudes?
What social or ethical issues should we be addressing?
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