Marketing Audit and Competitive Market Analysis of Germany

Report 1: A Cultural Analysis of Germany
Report 2: An Economic Analysis of Germany
Report 3: Marketing Audit and Competitive Market Analysis of Germany
Report 4: I have attached the instructions in a word document that includes the table needed for section (2d).
INFORMATION THAT MAY BE USEFUL FROM REPORT 3:
These products are not part of a wider line of products.
You will determine the positioning.
Entity Name: Ken Carlin Corp
Brand Name: Ken Carlin
REPORT 4:
A.- MARKETING STRATEGY

1. SWOT Analysis
   Identify the applicable SWOT elements (Strengths, Weaknesses, Opportunities, Threats) for marketing your
   product in the country, derived from what you investigated in the previous 3 assignments. Remember that ‘S’
   and ‘W’ are internal, positive/negative elements that are controllable (e.g., location, product characteristics,
   quality, service, reputation, etc.). On the other hand, ‘O’ and ‘T’ are external, non-controllable factors/conditions
   of the environment with potential positive/negative impact (e.g., economic, demographic, technological, sociocultural, legal and regulatory, competitive, etc.).
2. Target market(s) selection
   a. Specify the characteristics of the segment of consumers to target, describing the typical customer profile
   (also called buyer persona) that you expect to buy your product. If more than one segment is targeted, justify
   the decision and describe the profiles of each segment. Provide the target market descriptions according one
   or more of the following segmentation bases/variables relevant to your product:
   i. Population (age, gender, marital status, etc.), language, climate, city/region.
   ii. Lifestyles: consumer types (education, employment, income, urban/rural), values (life priorities, family, worklife balance), behavior (eating habits, leisure, shopping, technology use, etc.).
   iii. Income and expenditure on different product categories.
   iv. Household characteristics.
   b. Estimate the approximate number of consumers for each targeted market segment.
   c. Briefly describe desired product’s positioning (how you want your product to be perceived by your target
   market(s) in comparison to the competition).
   d. Discuss the general strategies for standardization-adaptation (S-A) for the marketing mix (only those
   elements that are applicable), using Table 1 below. NOTE: This should be for the overall elements. A more
   detailed, extensive description of the 4Ps will be provided in section 3. Other people are doing the rest of the
   sections.