MARKETING PLAN EXPLORER
Copyright 2002, Professor Jerome M. Katrichis
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III. EXTERNAL SITUATION ANALYSIS
A. 4. B. End Usage Patterns.
When your product is used as a part of another product, or goes through a long distribution channel, it is important to analyze usage at every level. For example when a tire company sells tires to an automobile manufacturer it is important for them to understand the automobile manufacturer's production process, but it is also important to understand how customers actually use the tires.
In a distribution channel setting marketers must understand the use by the distribution channel as well as the end user. When Oscar Mayer (cold cuts) first introduced resealable packages for their product they also solved a problem for grocery retailers by introducing the practice of hanging cold cuts on hooks rather than stacking them in a cooler. This greatly enhanced the retailers usage of cooler space without increasing their cost of doing business.
|Internal Situation Analysis|
|External Situation Analysis|
|Problems and Opportunities|
|Generation of Alternatives|