MKT 425 (Professor Elmer) Consulting Project Research Guide

Image Source: https://www.volusion.com/blog/situation-analysis-the-5-cs/

5 C's Company analysis engages in internal environment analysis: 

Consider analyzing the organization's structure and system, culture, leadership, resources, brand, current missions, goals, objectives, strategy, products, and performance. 

Some questions to investigate: 

1. What types of products/services does the client sell?
2. How has the client differentiated their product/services from the competitors?
3. What are the competitive advantages of the client's product/services?
4. How do people perceive the image of the client?
5. What is the client's brand equity? 
6. What are the goals, objectives, and mission of the client?
7. What are the client's current business and marketing strategies (4P's)?  
8. What resources (people, finance, information, technology, etc.) does the client have?
9. What is the client's corporate culture?
10. How does the client perform compared with its competitors?

Analyze the internal factors of the SWOT (Strength and Weakness). "Core competencies are particular strengths relative to other organizations in the industry; these attributes provide the fundamental basis for the provision of added value. A core competency can be the technical/subject know-how, a reliable process, close relationships with customers and suppliers, the product development process, and/or the firm’s culture (e.g. employee dedication). The firm’s resources include all the assets, capabilities, organizational processes, firm attributes, information, and knowledge that the firm controls."

Source: Marketing Module 1: Marketing Sandra Cuellar-Healey, MFS MA Miguel Gomez, PhD from Charles S. Dyson School of Applied Economics & Management, College of Agriculture and Life Sciences Cornell University

1. Client interview
2. Collect information from the company's website, news release, etc.
3. Internal policies, documents, marketing flyers, memos, or research done by the clients
4. Customer reviews, feedback, focus group, etc.
5. Online Searches for information shared by others (such as suppliers, customers, partners, funders/sponsors (for non-profits), news reporters, etc.
6. Local newspapers

Related Client Interview Questions:

Tell us about your target audience and market: 

• Who are they?
• What market are they competing in?
• What are their responsibilities? 
• What are their major concerns and challenges? 

Tell us about your relationship with the target audience and the solutions you offer them: 

• What is your target audience’s perception of you? 
• What solutions, products, and services do you provide to meet their challenges? 
• How do they differentiate you from your competition? 
• Tell us about the solutions/products/services you want to be featured in each video 

Tell us about your competition: 

• How does your target audience perceive them? 
• How do they compare to you in market share? 
• What are their strengths and weaknesses? 

Tell us about your marketing communications and sales efforts: 

• What is the personality of your brand/company/practice/service? 
• What does your brand/company/practice/service promise to customers? 
• What are your current marketing/promotional campaigns? 
• What are your current taglines and themes? 
• What is your primary marketing message? 

Tell us what you want to accomplish for each digital marketing action: 

• What is your customer’s pain? What job are they hiring you to solve? What other products/services could they hire instead? 
• What do you want the receiver to walk away thinking after contact with each social media asset? 
• What is the key message you want to communicate? 
• What information will you share to support that key message? (e.g. testimonials, statistics, etc.) 
• What is the call to action you want to take place: to email you, call you, try promotion, etc. 
• Is there a budget for paid social? 
• Do you have a deadline (is it flexible?) 
• Are there previous marketing examples that will help guide us? Get copies 
• What are ALL your social assets? 

From Professor Thomas Elmer.