Business Marketing

Macro Environment

This section (which is connected to the Opportunities and Threats in your SWOT analysis) describes the macroenvironment that might affect your operations. The macroenvironment will consist of the demographic, economic, technological, political/legal, and social/cultural forces that shape the market you are in.

You should briefly cover factors such as consumer trends (including market acceptance and saturation), social perceptions, economic and technological changes, as well as competitive activities.

Market Size and Growth

In this section, describe the situation in the market that you are entering with your product/service – is it growing, shrinking, or stable? It is important to bring some supporting evidence to your statements – look for trade association reports, market research published by research companies (many of them publish white papers and reports that are available online). Check the resources in your classroom Webliography section.

Pay attention to growth rate and market size, and try to connect the growth rate of the market that you are entering with that of your chosen target market segment.

Price Strategy

In developing you pricing strategy, keep in mind that it will be affected by your positioning strategy, as well as factors that may not be in your control – competition and markets could set price limits. Depending on your model, your distributors may also have a strong influence on the pricing strategy.

Pricing strategy directly impacts your revenue. But note that while increasing the price might give you more return on each unit, the number of units sold might decrease. So make sure you have considered your product’s Elasticity of Demand before proposing your pricing strategy.

Distribution Strategy (Direct and Indirect)

Your distribution strategy will cover the distribution channels and points of sales. Just as the characteristics of the product have to be guided by the customer wants and needs,...