12 SENIOR HIGH SCHOOL

PRINCIPLES OF MARKETING
Quarter 4 – Module 5
Market Analysis, Planning,
Implementation and Control
Principles of Marketing – Grade 12
Alternative Delivery Mode
Quarter 4 – Module 5: Market Analysis, Planning, Implementation and Control

First Edition, 2020

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Principles of Marketing
Quarter 4 – Module 5
Market Analysis,
Planning,
Implementation and
Control
 I

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)
ABM_PM11-IIf-20

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.

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 I

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
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 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

’s In

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.

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 ’s New

Motivation

Direction: Read the following questions carefully based on the given statement below.
In a series of career books (Careers in Financial Services, Careers in Marketing, and
Careers in Retailing) presented a series of questions to assist individuals in doing a proper
personal assessment. This is an adaption of those questions.
1. What is your greatest strengths?
2. What is your greatest weaknesses?
3. What is your long-term career goals in terms of job advancement? In terms of earnings?
4. How important is career success to you? Will your career more important than anything
else?
5. Would you rather work in a large or a small company?

Rubrics for Grading

Criteria 5 points 4 points 3 points 2 points
A complete
Good solid
response with a Explanation is Misses key
Explanation response with
detailed unclear points
clear explanation
explanation
Response
Shows complete Shows substantial Response shows a
understanding of understanding of shows some complete lack
Demonstrated the questions, the problem, of
understanding
Knowledge ideas and ideas, and understanding
of the
problem for the
processes processes problem
Hardly meets
Does not meet
Goes beyond the Meets the the
the
Requirements requirements of requirements of requirements
requirements
the problem the problem of the
of the problem
problem
Total

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 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.

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 Figure 1. Managing Marketing Analysis, Planning, Implementation and Control

“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 the one which 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.

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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)

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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”.

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 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:
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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.

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 Figure 2. Swot Analysis
(https://en.wikipedia.org/wiki/SWOT_analysis)

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.
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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 Analysis Table

Main Products/ Business Strengths Weakness Competitive

Competitor Market Direction and Position
Current
Objectives &
Strategies

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

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 ’s More

Task 2

Directions: Read carefully the following activities and answer the following questions asked
for. Write your answer in activity notebook.
1. Choose one company below, and assume that you are the marketing manager of this
company. As the marketing manager, make a SWOT analysis on this company.
(MC Shakers, Tea, Chatt, Laugh ‘N Tea).

Rubrics for Grading the SWOT Analysis:

5- It contains more than 5 points for each quadrant. A paragraph is provided for each
point explaining their inclusion.
4- It contains 4 points for each quadrant. Several sentences are provided for each point
explaining their inclusion.
3- It contains 3 points for each quadrant. A sentence may or may not be provided for
each point explaining their inclusion.
2- It contains 2 points for each segment. Only a few sentences are provided for each
point explaining their inclusion.
1- It contains only 1 point for each segment. Only a few or no sentences are provided
for each point explaining their inclusion.

I Have Learned

Task 3
We are now done with our lesson! Now, let us check your learnings by answering what
is being asked by the following questions. 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
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 I Can Do

Task 4
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.

Main Products/ Business Strengths Weakness Competitive

Competitor Market Direction and Position
Current
Objectives &
Strategies

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.

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A. MULTIPLE CHOICE.
Directions: Read each question carefully and choose the letter of the best answer in the box
below.
A. Market Analysis G. Market Control
B. SWOT Analysis H. Market Planning
C. Market Implementation I. Strength
D. Threats J. Opportunities
E. Market Audit K. Weakness
F. Strategic Groups

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.

B. 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.

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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.

Reflection

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.
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________

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 18
PRE-ASSESSMENT:
I.MULTIPLE CHOICE
1. B 6. A
2. C 7. C
3. B 8. A
4. A 9. A
5. C 10. B
WHAT’S IN – TASK 1
1. True 2. True 3. False 4. True 5. True
WHAT’S NEW
ANSWERS MAY VARY.
WHAT’S MORE- TASK 2
Answer. Answer may vary
WHAT I HAVE LEARNED: TASK 3
A. Four Marketing Management Functions
1. Market Analysis 3. Market Implementation
2. Market Planning 4. Market Control
B. STRUCTURE OF MARKETING PLANS
1. Executive Summary 5. Marketing Strategy
2. Marketing Situation (Strategic 4Cs) 6. Action programs
3. SWOT Analysis 7. Budgets
4. Objectives
WHAT I CAN DO- TASK 4
ANSWERS MAY VARY
ASSESSMENT
I.MULTIPLE-CHOICE II.TRUE OR FALSE
1. E 4. A 7. B 10. G 11. T 14. T
2. F 5. J 8. D 12. F 15. F
3. H 6. C 9. I 13. T
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

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