Situation analysis, media types

1. Explain the purpose of situation analysis and detail the factors that make up this analysis.

The purpose of situation analysis is to understand the current and past marketing situation, goals and objectives, results and failures. To set up a clear view of the marketing and the media situation about a product or product line for our own company and the competitors. To create a good starting point for the marketing strategic plan.

The factors that make up this analysis:

· History of the market: Need to define the market first both in time and geographically what we will talk about. Gather data and analyse that in terms of like how big was this market in specified years, how did it change or not in terms of market area (like new countries got involved for sales), and also in financial terms: sales, profit, costs, losses etc. Need to do the same analysis not only for the whole market, but devided down into the main competitors and our company level.

· Distribution channels and practices: Analyse that on which channels goes the product from the factory to the costumers. In what kind of packages can it be sourced by the customer, at what location (special shops, supermarkets, malls, order online, need to be a member somewhere etc.), on what price (depending on packaging quality, purchased amounts, source locations, delivery types). Do the analysis both for competitors and ourselves.

· Analyse the targeted costumers of the product, by: demographics (age, sex, income, occupation or any social or economical characteristics), geographic (sales patterns at sales locations), psychographics (in terms of attitudes, interest, lifestyles – such as what they like to do, what they trust etc), and behaviour (activities what the costumers may do, and as these activities affect the sales – i.e. people wear different cloths of a brand for sports and weddings).

· Advertising and media analysis: Research and analyse the various spending for various media types and vehicles and the timings for our and the competitor’s companies.

· Product or service history

· Pricing tactics

2. Explain what factors are considered in choosing media types.

Media types: a class of information channels: radio, TV, newspapers, magazines, interned, public transport vehicles, buildings (printed or light effects), special displays (around soccer ground), sport tracks (like as in ice hockey).

The goal of media planning is to identify the appropriate media types and vehicles, which we think is going to deliver us the expected result of reach and frequency, so through that the company can achieve its marketing objectives.

I assume, that all the factors can be analysed during media type selection, what can have any impact on the result, but it is important to define the requested level of result, so the task can be completed with the smallest effort with the highest efficiency within the budget.

Factors to consider:

· Target audience selection

· Target audience media habits

· Target market, and possible media choices

· Marketing objectives

· Media objectives

· Media timing with its reasons

· The whole media strategy

· Budget, spending, details of costs

· Necessary reach and frequency

· The result of situation analysis

· Measurability of various media

· Alternatives, replacement solution in case of emergencies