WHAT’S UP FOR TODAY’S CLASS?

• Situation Analysis – Strengths and Weaknesses

• Market Opportunity

You will be required to complete and submit your Market

Opportunity (one per team) – 1.5%

Week 2 MKT 2260 1

 LAST WEEK…

• We looked at your client’s Opportunities and Threats.

• We said that O’s and T’s were outside of management’s
control. They were the CREST factors.

• Today, we will look at your client’s Strengths and Weaknesses.

These are within management’s control.

Week 2 MKT 2260 2

 WHY SHOULD YOU CARE ABOUT
TODAY’S CLASS?

Because we are setting the stage for your Market Opportunity. The Market Opportunity
is the crux of this entire project. You need to nail this piece to succeed!

Week 2 MKT 2260 3

RECAP AND EXPLAIN TODAY’S FOCUS

Last week – Opportunities and Threats

Today – Strengths and Weakesses

Week 2 MKT 2260 4

Today, we focus on the Strengths and Weaknesses of our client!

SWOT (S&W)
MKT 2260 – WEEK 2
 GUIDELINES

• Strengths are internal to the client business

• Over which they have control
• Weaknesses are internal to the client business
• Over which they have control
• EVERY entry must be cited from a reliable source
• Quality over Quantity
• Marketing orientation (not business: think target market,
positioning, 4Ps, etc.)
• Take your time, dig deep – your entire plan is built on this
analysis

Week 2 MKT 2260 6

 INTERNAL FACTORS

1. Mission
2. Resources
Strengths
3. Offerings
4. Previous results
5. Business relationships
6. Keys to success, warning Weaknesses
signs
 POTENTIAL INTERNAL STRENGTHS

1. Abundant financial 8. Respected company /

resources brand/ product image
2. Well know brand name 9. Superior management
3. Number 1 ranking in talent
the industry 10. Better marketing skills
4. Economies of scale 11. Superior product quality
5. Proprietary technology 12. Alliances with other
6. Patented processes firms
7. Lower costs (raw 13. Good distribution skills
materials or processes) 14. Committed employees
Week 2 MKT 2260 8
 POTENTIAL INTERNAL WEAKNESSES

1. Lack of strategic 8. Internal operating

direction problems
2. Limited financial 9. Internal political
resources problems
3. Weak spending on R&D 10. Weak market image
4. Very narrow product line 11. Poor marketing skills
5. Limited distribution 12. Alliances with weak
6. Higher costs (raw firms
materials or processes) 13. Limited management
7. Out of date products or skills
technology 14. Undertrained employees
Week 2 MKT 2260 9
 QUESTION #1

Escape Plan has no “Bricks and Mortar” presence.

Is that a Strength, Weakness, Opportunity or Threat?

Week 2 MKT 2260 10

 QUESTION #2

The Canadian economy is expected to dip into a recession in

2023.

Is that a Strength, Weakness, Opportunity or Threat for our

client?

Week 2 MKT 2260 11

WHAT IS THE MARKET
OPPORTUNITY?
WEEK 2
FOUNDATION OF MARKETING PLAN

• The market opportunity you uncover is the basis for your

entire marketing plan
• Will arise from your situation analysis
• You are looking for a trend or an environmental fact that your
client can capitalize on

• It is not something your client is currently doing

MARKET OPPORTUNITIES, CAN
BE…..
Consider all 5 consumer
An untapped market or segment segmentation dimensions
• Not just
demographics
A new positioning that • But also geographics
leverages a competitive • Etc.
weakness
A new positioning that
leverages a market or customer
trend

A new product that leverages a

new technology
 EXAMPLES FROM PAST PROJECTS

• Ottawa Sports and Entertainment Group – launch of The Fury FC

• target 1st and 2nd generation immigrants; position as a “connection to home”
• target post secondary students; position as “affordable entertainment”

• Gatineau Golf Club

• Target women aged 25 – 45; position as a “fun outing with female friends”

• Brylee Farms
• Create premade meals and target busy families

• Travelabulous
• Target week-end travellers

• Urban Element
• Target 2nd and 3rd weddings (smaller, higher quality food)
 GUIDELINES
(FOR SELECTING AND SUPPORTING YOUR MARKET OPPORTUNITY)

1. Teams must identify which market opportunity they want to

pursue
• First come, first serve (Professor will ensure all opportunities are assessed)
2. Your market opportunity chosen must be well supported by
SWOT, 3rd party research (cited)
• You must be able to convince me that you understand the real opportunity
for your client
3. The market opportunity for your team will be unique and must
enable you to meet the client’s objectives
• Each team with have a unique approach to solving clients objectives - it will
differentiate you from the other teams
4. Market opportunity evaluation and selection week 1 / 2 – full
analysis due end of week 2 class
In-Class Workshop

• Work in your client teams.

• Split your team in 2 groups.
• Open your Marketing Plan template in Google Docs
• Assign group 1 to Ss and group 2 to Ws
• Review the client brief, presentation, website, etc.
• Develop a list of Ss or Ws with a detailed explanation and source
• Every entry must be cited and sourced
 RECOMMENDED FORMAT
Strengths Rationale Source

…….

……

Weaknesses Rationale Source

………..

Etc.
Market Opportunity Assignment

• Write up your market opportunity for Del 1 of your marketing plan.

1. In a sentence (or 2) describe your market opportunity.
2. Describe at least 3 external factors from your SWOT that allow for your
client’s market opportunity – reference your SWOT.
3. Describe the competitive situation that allows for the market opportunity – either
a gap or competitor weakness (reference your competitive analysis)
4. Describe at least 3 of your client’s strengths (from the SWOT) that make this
opportunity appropriate for your client. Reference your SWOT
5. Describe your client’s weaknesses (from the SWOT) that you must mitigate in
order to leverage this market opportunity. Reference your SWOT
• Submit before the end of class via the assignment function in the Week 2 folder for
grading (1.5%)
• Please check with me before you submit. I would like to hear your thoughts.
 WHAT TO DO NOW…

• Complete your In-class Workshop – Strengths and Weaknesses

(not for submission).
• Please complete and submit your Marketing Opportunity (one
per team) – 1.5%
• It is due before the end of class.
• Please review your work with me before you leave for the day.

Week 2 MKT 2260 20