Analysis: Current Product(s)

Note: The marketer may be able to skip this section if plan is for a new product and no related products exist.

Provide detailed analysis of the company’s product(s). (Length: 1-2 pages).

Describe the company’s current product(s) offerings in terms of:

1. Product Attributes

  • Describe the main product features, major benefits received by those using the product, current branding strategies, etc.

2. Pricing

  • Describe pricing used at all distribution levels, such as pricing to final users and to distributors, incentives offered, discounts, etc.

3. Distribution

  • Describe how the product is made accessible to final users, including channels used, major benefits received by distributors, how product is shipped, process for handling orders, etc. (Note: More discussion of distribution is addressed in Analysis: Current Distributor Network(s) below.)

4. Promotion

  • Describe promotional programs and strategies in terms of advertising, sales promotion, personal selling and public relations, how product is currently positioned in the market, etc.

5. Services Offered

  • Describe support services provided to final users and distributors before, during and after the sale
Part 2: Situational Analysis
Analysis: Current Target Market(s)