Module No.

Market
Analysis,
Planning,
Implementa
tion and
Control
Market Analysis, Planning, Implementation and Control

LEARNING
COMPETENCY:
• Explain the
relationship between
market analysis,
planning,
implementation, and
control analyze the
company’s situation,
markets, and
environment (the
marketing audit and
SWOT
analysis)
LEARNING COMPETENCY:

• Explain the relationship between market analysis, planning, implementation, and control analyze the
company’s situation, markets, and environment (the marketing audit and SWOT analysis).
OBJECTIVES:
K: Define and
understand relationship
between marketing
analysis, planning,
implementation and
control.
S: Analyze and create a
marketing SWOT
analysis for a certain
business establishment.
A: Discuss the
importance of
marketing management
functions
in analyzing different
company situations in
the community.
OBJECTIVES:

a. Define and understand the relationship between marketing analysis, planning, implementation
and control.
b. Analyze and create a marketing SWOT analysis for a certain business establishment.
c. Discuss the importance of marketing management functions in analyzing different company
situations in the community.

Pre-assessment
I. MULTIPLE CHOICE. Directions: Read each question carefully and choose the letter of the best answer.
Write your answer in the space provided before the number.

1. Which entails the gathering of qualitative and quantitative data about the company’s products and
possible markets? A. Market Planning C. Market Control B. Market Analysis D. Market
Implementation

2. What is the process which aims to disclose all opportunities (capacity) and the risks inherent in the
environment and assess the competitiveness of company’s resources and existing market position?
A. SWOT Analysis C. Company Situation Analysis B. Market Audit D. Market Analysis
3. Which of the following is not included of the competitor’s future strategies & reactions?
A. Certain Retaliation C. Failure to React B. Strategic Groups D. Specific Reactions

4. What do we called the process of measuring and evaluating the results of marketing strategies and
plans and taking corrective action to ensure that marketing objectives are attained?
A. Market Control C. Market Analysis B. Market Planning D. Market Implementation

5. What do we call the other term for situation analysis?

A. Strategic Groups C. Market Audit B. Competitor’s Analysis D. Internal analysis

6. Which of the following are not one of the factors of a successful marketing audit?
A. Dependent C. Comprehensive B. Systematic D. Periodic

7. What part of SWOT analysis that includes internal limitations & negative situational factors that may
interfere with the company’s performance?
A. Strengths C. Weakness B. Opportunities D. Threats

8. Which of the following are not included in the fundamental components of a comprehensive
and systematic marketing audit?
A. Company Audit C. Environmental Audit B. Strategic Audit D. Organizational Audit

9. What do we call the comprehensive examination and analysis of your marketing activities, goals
and objectives? A. Marketing Audit C. Marketing Analysis B. SWOT Analysis D. None of these

10. What part of SWOT analysis which consists of favorable factors/trends in the external environment
that the company may be able to exploit to its advantage?
A. Strengths C. Weaknesses B. Opportunities D. Threats

TASK 1: True or False

Directions: Read the following
statements carefully. Write True
if the statement is
correct and False if it is wrong.
1. Public relation is creating
and maintaining goodwill of
an organization’s
various publics (customers,
employees, investor, suppliers
etc.) through
publicity and other nonpaid
forms of communication.
2. Promotions are activities or
a series of activities, usually
short-term, that are
intended to boost the sales of a
product or service.
3. Personal selling occurs
when an individual salesperson
buys a product, service
or solution from a supplier.
4. Personal selling is a very
expensive method of product
promotion where
product/service pricing is often
negotiated.
5. Publicity is a
communication written and
produced by the public
relations
professionals intended to create
a favorable public image for a
client.
TASK 1:
True or False Directions: Read the following statements carefully. Write True if the statement is correct
and False if it is wrong.

1. Public relation is creating and maintaining goodwill of an organization’s various publics

(customers, employees, investor, suppliers etc.) through publicity and other nonpaid forms of
communication.

2. Promotions are activities or a series of activities, usually short-term, that are intended to boost the
sales of a product or service.

3. Personal selling occurs when an individual salesperson buys a product, service or solution from a
supplier.

4. Personal selling is a very expensive method of product promotion where product/service pricing
is often negotiated.

5. Publicity is a communication written and produced by the public relations professionals intended
to create a favorable public image for a client.

What is it?

As we study and immerse ourselves in “Principles of Marketing” in the process, it is necessary

to know the importance of the relationship between marketing analysis, planning, implementation,
and control.
Behind every successful product or service present in the market today, there is a story of
substantial market analysis on competitors and customers. It is the first and the most important step in
the development of any marketing plan.
In addition to being good at the marketing in marketing management, companies also need to
pay attention to the management. Managing the marketing process requires the four marketing
management functions analysis, planning, implementation, and control. The company first develops
company-wide strategic plans and then translates them into marketing and other plans for each
division, product, and brand. Through implementation, the company turns the plans into action. Control
consists of measuring and evaluating the results of marketing activities and taking corrective action
where needed. Finally, marketing analysis provides information and evaluation needed for all the other
marketing activities.
 In today’s fast-paced business world, the ability to effectively manage the marketing
process from beginning to end has become an extremely important competitive advantage.
Successful companies know how to adapt to a continuously changing marketplace through market
analysis and planning and careful management of the marketing process.

The Marketing Process

Marketing is an ongoing business process that consists of four distinct stages which are analysis,
planning, implementation, and control.

1. Analysis - entails the gathering qualitative and quantitative data about the company’s
products and possible markets.
2. Planning – involves constructing strategies that the company can put into action to attain
results in the target market.
3. Implementation – the success or failure depends more or less on the work prepared in the
analysis and planning stages.
4. Control – company needs to be responsive of changing market conditions, competitors,
customers and fine-tune the marketing strategies for that reason.

“In addition to being good at

the marketing in marketing
management, companies also
need to pay attention to the
management. Managing the
marketing process requires the
four
marketing management
functions shown in Figure 1 -
analysis, planning,
implementation, and
control. The company first
develops company-wide
strategic plans and then
translates them
into marketing and other plans
for each division, product, and
brand. Through implementation,
the company turns the plans
into action. Control consists
of measuring and evaluating
the
results of marketing activities
and taking corrective action
where needed. Finally,
marketing
analysis provides information
and evaluation needed for all
the other marketing activities.”
(Kotler & Armstrong, 2012:
p.53)
“In addition to being good at the marketing in marketing management, companies also need to
pay attention to the management. Managing the marketing process requires the four marketing
management functions shown in Figure 1 - analysis, planning, implementation, and control. The
company first develops company-wide strategic plans and then translates them into marketing and
other plans for each division, product, and brand. Through implementation, the company turns the
plans into action. Control consists of measuring and evaluating the results of marketing activities
and taking corrective action where needed. Finally, marketing analysis provides information and
evaluation needed for all the other marketing activities.” (Kotler & Armstrong, 2012: p.53)
 The Market Analysis

A successful firm is one that monitors and manages efficiently various forces living in its
immediate and external environment. These forces which affect its ability to produce, promote,
distribute, and deliver products and services to customers constitute the marketing environment of the
firm. Managing the marketing function begins with a complete analysis of the company’s situation. The
company must analyze its markets and marketing environment to find attractive opportunities and avoid
environmental threats. The marketer should conduct a SWOT analysis, by which it evaluates the
company’s overall strengths, weaknesses, opportunities, and threats. Goal is to match company’s
strengths to attractive opportunities in the environment whilst eliminating weaknesses & minimizing
threats. Marketing analysis provides inputs to each of the other marketing management functions.

Market Planning

It involves deciding on marketing strategies that will help the company attain its overall
strategic objectives. A detailed marketing plan is needed for each business, product, or brand. A product
or brand plan should contain the following sections: executive summary, current marketing situation,
threats and opportunities, objectives and issues, marketing strategies, action programs, budgets
and controls. A marketing strategy consists of specific strategies: target markets, positioning, the
marketing mix, and marketing expenditure levels.

Structure of Marketing Plans

• Executive summary
• Marketing situation (Strategic 4Cs)
• Market, segments/consumers, needs, behavior
• Products = range, profits, trends
• Competition -> reasonable detail
• Distribution channels
• Environmental factors (context)
• Internal analysis (corporation)
• SWOT Analysis
• Objectives + issues (key challenges)
• Marketing strategy (no mission)
• Action programs (project plan & timetables)
• Budgets (spending & sales forecasts)
• Controls (targets & contingency plan to monitor progress, measure return on marketing
investment & taking corrective action)

“A typical product or brand marketing plan begins with an executive summary that quickly
reviews major assessments, goals, and recommendations. The main section of the plan presents a
detailed SWOT analysis of the current marketing situation as well as potential opportunities and
threats. The plan next states major objectives for the brand and outlines the specifics of a marketing
strategy for achieving them. (A marketing strategy consists of specific strategies for target markets,
positioning, the marketing mix, and marketing expenditure levels. It outlines how the company intends
to create value for target customers in order to capture value in return. And it also explains how each
strategy responds to the threats, opportunities, and critical issues spelled out earlier in the plan.) In
addition, the marketing plan should lay out an action program for implementing the marketing strategy
along with the details of a supporting marketing budget. The last section outlines the controls that will
be used to monitor progress, measure return on marketing investment, and take corrective action.”
(Kotler & Armstrong, 2012: p.54)

Market Implementation

The process that turns marketing plans into marketing actions in order to accomplish strategic
marketing objectives. Implementation involves day-to-day, month-to-month activities that effectively
put the marketing plan to work. Implementation addresses the who, where, when, and how. In an
increasingly connected world, people at all levels of the marketing system must work together to
implement marketing strategies and plans. Successful marketing implementation depends on how
well the company blends its people, organizational structure, decision and reward systems, and
company culture into a cohesive action program that supports its strategies. Finally, to be successfully
implemented, the firm’s marketing strategies must fit with its company culture – the system of values
and beliefs shared by people in the organization.

Market Control

The process of measuring and evaluating the results of marketing strategies and plans and taking
corrective action to ensure that marketing objectives are attained. Operating control involves checking
ongoing performance against the annual plan and taking corrective action when necessary. Its purpose
is to ensure that the company achieves the sales, profits, and other goals set out in its annual plan.
Strategic control involves looking at whether the company’s basic strategies are well matched to its
opportunities. A major tool for such strategic control is a marketing audit. This is a comprehensive,
systematic, independent, and periodic examination of a company’s environment, objectives, strategies,
and activities to determine problem areas and opportunities.

Company Situation Analysis

It is a process which aims to disclose all opportunities (capacity) and the risks inherent in the
environment and assess the competitiveness of company's resources and existing market position. The
analysis is thus reduced to two issues:

• analysis of the market environment (competitive environment, development trends),

• analysis of business marketing resources (staff, market share, the attractiveness of the offer, the
price position of the company, distribution systems, promotional activities)

If we talk about “Situation Analysis” we also talk about “market audits”. Basically “Situation
Analysis” is same meaning with “market audits”.

An audit is the means by which a company can understand how it relates to the environment in
which it operates. It is the means by which a company can identify its own strengths and weaknesses as
they relate to external opportunities and threats. It is thus a way of helping management to select a
position in that environment.
A market analysis will be made up of a range of factors relevant to the particular situation under
review, but would normally include the following areas:
• Actual and potential market size
• Trends
• Customer
• Customer Segment
• Distribution Channel

Marketing Audit

A marketing audit is a comprehensive examination and analysis of your marketing activities, goals
and objectives. By implementing an audit, you're able to take a look at the way your marketing efforts
are planned and managed, and how they are performing relative to the goals of your original marketing
plan. It is essentially a great way to assess your marketing plan and ask yourself and your department
what's working and what's not. Then, you can make adjustments and corrections as necessary.

A market audit is useful for getting back in touch with your brand, products and services and re-focusing
your marketing efforts. It can also be used to remind you of your initial goals and objectives and fine-
tune your current efforts to be certain they align with those original objectives. Additionally, you can
see what's working and what isn't and re-invigorate your marketing efforts.

Components
A successful marketing audit should a couple of things:
• Comprehensive, in that it looks at all the marketing issues of a business
• Systematic, involving an orderly set of steps
• Independent, so that it cannot be influenced by those who developed and are implementing the
marketing plan
• Periodic, conducted with regular frequency.

A good frequency is yearly or every two years. A marketing audit should look at not only internal factors
such as the efficiency of the marketing department and their marketing plan, but also external factors
including a company's customers, competition and overall marketplace.

Among the fundamental components of a comprehensive and systematic marketing audit are the
following:

Environmental audit: The environmental audit is where you focus on your customers and the
competition. What are your customers' demographics and buying habits? What are competitors doing?
What is the overall condition of your company's market?
Example: ABC Company knows that its customers are college-age and older and well-educated
and visit their stores and websites at least weekly. Their competitors lag behind them in terms of
number of products available and marketing efforts in social media. One competitor has recently
launched a new line that could be troublesome.

Strategic audit: This is where you take a look at your current marketing plan and strategies and
how well or poorly they are performing. Are the marketing objectives you set the appropriate
ones for your business? This is a very measurable part of the audit where you can observe the strategies
you've attempted to implement and if they are effective.
 Example: ABC Company has chosen some effective marketing strategies and tactics to reach
their target audience, but needs to enhance their website for a better customer experience. One
marketing objective should be abandoned because it is not working efficiently.
Organizational audit: The organizational audit is an internal look at the resources available to
you and your marketing department such as finances, time, production, labor, equipment and more. It
also allows you to take a look at the marketing team itself, revenue, effectiveness of the marketing plan,
products, pricing and distribution channels.
Example: ABC Company is operating well within their marketing budget for the year, but could
hire an additional staff member and purchase a new computer system. Sales are good and the new
product currently on shelves is being well-received and is priced competitively.

SWOT Analysis

The SWOT analysis is a tool used in strategic planning to identify and ultimately, prioritize
the organization’s strengths, weaknesses, opportunities and strengths. The process involves a
brainstorming session where participants create a list for each of these areas based on previously
gathered data and information. Once the list is created, a ranking process is used to prioritize the items
so that the top items in each category can be used to provide basis for the development of objectives,
strategies and tactics. SWOT is an analytical framework that can help each company face its greatest
challenges and find its most promising new markets.

1. Strengths include internal capabilities, resources & positive situational factors that may help
the company serve its customers. It represents those specific characteristics of the business that offer an
advantage over its competitors.

2. Weaknesses include internal limitations & negative situational factors that may interfere
with the company’s performance. These are characteristics that limit performance and could
represent an obstacle in achieving objectives.

3. Opportunities are favorable factors/trends in the external environment that the

company may be able to exploit to its advantage. This include external conditions that could help
improve performance or that can be capitalized upon or exploited.

4. Threats are unfavorable external factors/trends that may present challenges to its
performance. This indicates external conditions and situations that could hinder performance, so
ways of defending against them can be explored.
 Competitor Analysis

Strategic groups are made up of organizations within the same industry that are pursuing
equivalent strategies, targeting groups of customers that have similar profiles.

EXAMPLE: Cellphone Brand A V S Cellphone Brand B High End Car A V S High End Car B

Range of attributes to identify strategic groups:

• Size of the company
• Assets and skills
• Scope of the operation
• Breadth of the product range
• Choice of distribution channel
• Relative product quality
• Brand image
Competitor’s Objectives

Three important factors:

• Whether the competitor’s current performance is likely to be fulfilling their objectives.
• How likely the competitor is to commit further investment to the business?
• The likely future direction of the competitor’s strategy

Competitor’s current and past strategies

Three area that should be explored:

• Identification of the current markets, or market segments, within which the competitor currently
operates.
• Identification of the way the competitor has chosen to compete in those markets.
• Comparison between the current strategy and past strategies can be instructive.

Competitor’s Capabilities
A number of areas need to be examined:
• Management capabilities
• Marketing capabilities
• Innovation capabilities
• Production capabilities
• Financial capabilities

Competitor’s Future Strategies & Reactions:

• Certain Retaliation: The competitor is guaranteed to react in an aggressive manner to any challenge.
• Failure to React: Competitors can be lulled into a false sense of security in an industry that, over a long
period of time, has seen very little change.
• Specific Reactions: Some competitors may react, but only to competitive moves in certain areas.
• Inconsistent Reaction: These companies’ reactions are simply not predictable. Competitor’s future
strategies and reactions
Problems in Identifying
Competitors
• Overlooking smaller
competitors by placing too
much emphasis on large
visible
competitors.
• Focusing on established
competitors and ignoring
potential new entrants.
• Concentrating on current
domestic competitors and
disregarding international
competitors who could possibly
enter the
Problems in Identifying Competitors
• Overlooking smaller competitors by placing too much emphasis on large visible competitors.
• Focusing on established competitors and ignoring potential new entrants.
• Concentrating on current domestic competitors and disregarding international competitors who
could possibly enter.

Self-Assessment:

Activity No. 1
Write your answer in your activity notebook.
A. What are the four marketing management functions?
1. ______________________ 3. ______________________
2. ______________________ 4. ______________________

B. What are the seven parts/structure of a market plan?

1. ______________________ 4. ______________________
2. ______________________ 5. ______________________
3. ______________________ 6. ______________________ 7. ______________________

C. Based on what you’ve learned in the lesson, what do you think is the importance of marketing
management functions in analyzing different company situations in the community

Directions: Do what is being

asked. Write your answers on
your activity notebook.
1. Think of two (2)
competing companies in the
country and create a
competitor analysis
using the table below.
Activity No. 2
Directions: Do what is being asked. Write your answers on your activity notebook.
1. Think of two (2) competing companies in the country and create a competitor analysis using the table
below.

Rubrics for Grading the Essay:

5- If the table consists of 5 or
more sentences with very
comprehensive and
well discussed analysis.
4- If the table consists of 3 to 4
sentences with comprehensive
analysis.
3- If the table consists of 2 to 3
sentences with comprehensive
analysis.
2- If the table consists of 2
sentences with comprehensive
analysis.
1- if the table consists of only
one sentence with
comprehensive analysis.
Rubrics for Grading the Essay:
5- If the table consists of 5 or more sentences with very comprehensive and well discussed analysis.
4- If the table consists of 3 to 4 sentences with comprehensive analysis.
3- If the table consists of 2 to 3 sentences with comprehensive analysis.
2- If the table consists of 2 sentences with comprehensive analysis.
1- if the table consists of only one sentence with comprehensive analysis.

Activity No. 3
MULTIPLE CHOICE. Directions: Read each question carefully and choose the letter of the best answer in
the box below.
1. It is the means by which a
company can understand how it
relates to the environment in
which it operates.
2. These are made up of
organizations within the same
industry that are pursuing
equivalent
strategies, targeting groups of
customers that have similar
profiles.
3. It includes determining on
marketing approaches that will
help the company achieve its
overall strategic objectives.
4. It entails the gathering
qualitative and quantitative data
about the company’s products
and
possible markets.
5. It consists of external
circumstances that could help
improve performance or that
can be
exploited.
6. The process that turns
marketing plans into
marketing actions in order to
accomplish
strategic marketing objectives.
7. It is a tool used in strategic
planning to identify and
ultimately, prioritize the
organization’s
strengths, weaknesses,
opportunities and strengths.
8. This indicates external
conditions and situations that
could hinder performance.
9. It represents those specific
characteristics of the business
that offer an advantage over its
competitors.
10. The process of measuring
and evaluating the results of
marketing strategies and plans
and
taking corrective action to
ensure that marketing objectives
are attained.
1. It is the means by which a company can understand how it relates to the environment in which it
operates.
2. These are made up of organizations within the same industry that are pursuing equivalent strategies,
targeting groups of customers that have similar profiles.
3. It includes determining on marketing approaches that will help the company achieve its overall
strategic objectives.
4. It entails the gathering qualitative and quantitative data about the company’s products and possible
markets.
5. It consists of external circumstances that could help improve performance or that can be exploited.
6. The process that turns marketing plans into marketing actions in order to accomplish strategic
marketing objectives.
7. It is a tool used in strategic planning to identify and ultimately, prioritize the organization’s strengths,
weaknesses, opportunities and strengths.
8. This indicates external conditions and situations that could hinder performance.
9. It represents those specific characteristics of the business that offer an advantage over its
competitors.
10. The process of measuring and evaluating the results of marketing strategies and plans and taking
corrective action to ensure that marketing objectives are attained.

Activity No. 4
TRUE or FALSE
Directions: Write T if the Statement is True, and write F if the statement is False.

1. The competitor is guaranteed to react in an aggressive manner to any challenge under certain
retaliation.
2. Managing the marketing function usually ends with a complete analysis of the company’s situation.

17

3. SWOT is an analytical
framework that can support
each company face its utmost
tasks and
find its most promising new
markets.
4. Company situation analysis
is a process which aims to
unveil all opportunities and the
risks
vital in the environment and
assess the competitiveness of
company's resources and
existing
market position.
5. Strategic Audit is where you
focus on your customers and the
competition.
3. SWOT is an analytical framework that can support each company face its utmost tasks and find its
most promising new markets.
4. Company situation analysis is a process which aims to unveil all opportunities and the risks vital in the
environment and assess the competitiveness of company's resources and existing market position.
5. Strategic Audit is where you focus on your customers and the competition.

Activity No. 5

Complete the following statements. Write your answer in your activity notebook.

1. Why is marketing analysis, planning, implementation, and control important for business
owners?
_____________________________________________________________________________________
_____________________________________________________________________________________
__________________________________________________________________________________
2. In what ways can marketing analysis help you as a consumer? Explain.
_____________________________________________________________________________________
_____________________________________________________________________________________
__________________________________________________________________________________

References Book:

Armstrong, G. (2013). Marketing: An introduction 11th, Global ed. Harlow, England: Pearson
Armstrong, G., Adam, S., Denize, S., Kotler, P. (2015). Principles of Marketing. Toronto: Pearson
Prentice Hall: Pearson Education.

E-Sites: To further explore the concept learned today and if it possible to connect the internet, you may
visit the following links: http://jennyxzkong.blogspot.com/2012/02/what-marketing-management-
functions.html https://www.slideshare.net/ANNIEJAN/managing-the-marketing-effort
https://www.slideshare.net/danyjuniuss/marketing-situation-analysis

A. MULTIPLE CHOICE.
Directions: Read each question
carefully and choose the letter
of the best answer in the box
below