APPENDIX B

Think to Win Situation Assessment Diagnostic: Situation Assessment Tool for Consumer/Customer Marketing

Overview

This tool provides a framework for assessing how well you and your organization are marketing your business and brand(s) in the categories in which they compete. The information collected also considers both internal and external factors that will have a significant impact in determining what roles alternative growth programs will play in the future of how your brand(s) are marketed to consumers/customers (e.g., the use of digital/social media, the role of internal new product development, and external development actions such as licensing). It is not intended to be all-inclusive. You may need to customize it to your industry, marketplace, competitive, and internal and external situation. The tool includes a series of questions in six areas of focus:

1. Business objectives/current state of the business

2. Category dynamics

3. Competitive frame

4. Consumer insights

5. Value proposition and delivery

6. Functional advantages

This information will also help identify internal strengths and weaknesses plus external opportunities and threats to determine the key issues you must address for your business and brand(s).

TABLE B.1.   BUSINESS OBJECTIVES/CURRENT STATE OF THE BUSINESS

TABLE B.2.   CATEGORY DYNAMICS

TABLE B.3.   COMPETITIVE FRAME

TABLE B.4.   CONSUMER INSIGHTS

TABLE B.5.   VALUE PROPOSITION AND DELIVERY

TABLE B.6.   COMPETENCIES/CORE SKILLS