15 Mar SWOT Rubric SWOT Rubric Market Segmentationview longer description10 to >0 ptsFull Marks0 ptsNo Marks/ 10 ptsTarget Marketview

Market Analysis and SWOT Assignment

Students, you can use this template for your assignment by double clicking on the elements, deleting them and adding your own analysis.

Industry Overview

Briefly describe your organization and its primary business. Only use what is relevant to it. One page max.

Industry category – Which specific industry category does the business belong to? The industry code list is available online.

Industry characteristics – Define the specific characteristics of the industry. Identify the major players along the chain, including suppliers, competitors, and customers.

Industry regulations – Identify the rules or regulations that the business must comply with and how they will be met.

Market growth and trends – Evaluate the growth trajectory of the industry, especially whether there are new products or competitors entering the market. Also consider any future changes that may affect the business. For example, cost of raw materials, external influences that may increase demand for the company’s services.

Stability – Assess the relative stability of the industry, both historically and currently.

Market Segmentation

Provide a general description of the organization’s market and size. Use the diagram below to think about the market. One page max.

Location Size (are there enough customers to support the business?) Demographics (age, gender, ethnicity, etc.) Buyer characteristics (their likes and dislikes) Consumer needs (solutions they require)

Market segmentation involves looking at the entire market and then breaking it down into one or two target markets.

Total Available Market (TAM)

Serviceable Available Market (SAM)

Target Market

Market Shape

When segmenting the market, start by defining the Total Available Market (TAM), then Serviceable Available Market (SAM), and finally Target Market (TM).

Total Available Market – This represents the entire industry the business is operating in. It includes all the different types of customers who are potentially interested in the company’s services. For example, if operating a home-based bakery, the TAM is everyone who is interested in buying baked products. Provide data on the number of prospects in the industry, for example, businesses, households, etc.

Serviceable Available Market – This is a subset of TAM and represents all the customers that the business can effectively serve. As a home-based bakery, for example, it may not be possible to serve everyone in the country. Therefore, the SAM may need to be defined according to geography. It would be reasonable to sell products to people in nearby towns.

Target Market – This is a subset of SAM and represents the specific intended customers to serve. For example, it is possible to segment the target market according to criteria such as price (high-priced versus low-priced), quality, geography, occasion (kid’s birthday cakes, pastries for office workers), and others. Ask why the business is selecting a particular target market. By narrowing down on the target market, it will be easier to focus sales and marketing efforts on the type of customers who are most likely to buy the business’ products.

As the business grows, it will be able to evaluate the percentage of the target market it is reaching. This is known as market share. Use graphs and charts to describe the percentage market share within the next 2 to 3 years.

Competition

Here are some factors to think about when considering the competition. List one or two main competitors. One page max.

Direct competitors – When identifying competitors, focus on those who are providing products or services that are similar to the business. How long have they been in business?

Competitor strengths and weaknesses – Determine what competitors are good at and what they are not offering. Use creativity to identify opportunities that rivals do not have.

Status quo – Examine the mindset of the other businesses and target customers. Does the business intend to introduce a new idea that will disrupt how things are done?

Messaging – How will the package of this business’ services overcome the competition?

Uniqueness – What advantages does the business have over the competition? Why will the company’s service stand out and capture market share?

SWOT Analysis

Complete the following areas for the SWOT and add them to the graphic below: two pages max.

Strengths – What strengths does the company have now and how will these strengths evolve moving forward?

Weaknesses – What are the deficiencies in the services? Which areas of the business should be improved first?

Opportunities – How can the business leverage partnerships and new innovations to grow the business? Which other segments of the industry would the company consider entering in future?

Threats – Are there external factors (controllable and uncontrollable) that could potentially stifle cash flow or business growth?

STRENGTHS Advantage Capabilities Assets, people Experience Financial reserves Value proposition Price, value, quality		WEAKNESSES Disadvantages Gap in capabilities Cash Flow Suppliers Experience Areas to improve Causes of lose sales
OPPORTUNITIES Areas to improve New segments Industry trends New products New innovations Key partnership		THREATS Economy movement Obstacles faced Competitor actions Political impacts Environmental effects Loss of key staff Market demand

Once the SWOT analysis is complete, consider the following aspects of the business:

How will the business’ strengths help capitalize on available opportunities while minimizing threats? How will the business’ weaknesses prevent it from maximizing on these opportunities? How will the business’ weaknesses expose it to threats?

Recommend one market strategy that is based upon the company’s Strengths and Opportunities

Column1 Market Shape Tarhet Shape 25 75

SWOT Weaknesses Threats Opportunities Strengths 25 25 25 25

Report Date 2

Report Date 1

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