Strategic Marketing - Startup Blog Product/Service Analysis

Product and or/Service, Place Analysis 

Points Value

Points Assigned

Formatting and Usage of Tools

Paper submitted on time (up to 5 points lost for each day late)

0

0

Used tools on References tab at top of Word

0

0

Paper has unresolved underlines

0

0

Language/Spelling/Phrasing/Word Usage

0

0

Paragraphs not too many lines

0

0

Paper saved properly

0

0

Proper captions

0

0

ü  Proper Table of Contents

0

0

ü  Proper Table of Figures

0

0

ü  Proper citations

0

0

ü  Proper References list

0

0

Formatting and Usage of Tools TOTAL

0

0

Points Value

Points Value

Product and/or Service

Product

Service

Product

1)        Description is clear, reader understands what the Product is.

-           Includes the "Product idea" and why someone would purchase this Product.

5

0

2)        Included information about all FEATURES, including description, specifications (size, color, etc.), what each feature does and how it works

5

0

3)        Included information about the BENEFITS provided by each feature, stating which FEATURE provides the BENEFIT, how it provides the BENEFIT and why this is important

5

0

4)        Describes the Quality Level of the Product and explains why this quality level has been chosen, how it will compete in the marketplace and who might buy the product because of this Quality Level

5

0

5)        Lists each Accessory that will come with the product when the original purchase is made, explains what the Accessory is used for.

-           Additionally, lists each Optional Accessory that will be made available for purchase, explains what the Optional Accessory is used for.

5

0

6)        Describes any Instructions that will come with the product.

-           Explains the format in which the Instructions will be provided (booklet, online video, on box, etc.)

5

0

7)        Discusses whether the product will be part of a Product Line and why this decision will be made.

-           Describes what the other elements of the Product Line will be.

5

0

Service

1)        Description is clear, reader understands what the Service is. Includes the "Service idea" and why someone would purchase this Service.

0

5

2)        Describes the Amount of the Service included. For example: the Service is "Online Software Training," the Amount of the Service is 12 1-hour lessons.

-           For a Consultant who writes Plans and Proposals for their clients, the Amount of the Service might be "we will provide an outline of the proposal;

n  the client will approve the outline; we will write a first draft based on the client's notes;

n  the client will review and make comments and changes;

n  the client will review and make changes;

0

5

3)        Lists each feature the Service will offer, detailing whether the feature is included with the purchase, or is optional.

-           For example: the service is "Online Software Training," the feature is "Student Support," this Feature included with the purchase of the Service

a)         AND for each included and optional feature explains what the Feature provides for the buyer, what they can expect to get from this Feature (the benefits the Feature offers) and how it will be provided.

-           For example: the service is "online Software Training, the Feature is "Student Support," this included feature enables the student to get answers to training-specific questions and is provided 24x7 via online chat.

0

5

4)        Description of the Quality Level of the service provided and the quality level of each of the Features, if different.

-           In keeping with our Online Software Service example, we could discuss the qualifications of the course professors and the people who support the "Student Support" chat service.

0

5

5)        Description of any additional or optional services the buyer of the service might wish to purchase.

-           For example: videos about the Online Software Training, or ongoing support from the consultant.

0

5

6)        Describe materials that will be used and/or left with the buyer of the Service.

-           For example: a plumber will use steel pipes; the "Online Software Training" student will receive a Student Manual; the consultant will provide a written document including the plan they created plus they will be available for on-going consulting.

0

5

7)        Describe whether additional Services are available for purchase.

-           For example: additional online training courses

0

5

8)        Branding

9)        Will you invest in developing a Brand Name for your Product or Service.

-           Description of why or why not is clear, makes sense, is thorough. If for a product, describes the Type of Brand chosen and why.

5

5

Package

Product

1)        What will the package be made of; what will it look like, size and color specifications. Will there be different parts to the package

- For example: Package to sell a necklace (describe the size, shape, materials, colors, imprinting, how the necklace will be held in place, more) then (if included) describe the "outer package" that will hold the inner package that holds the necklace).

5

0

2)        Discussion of package used for Protection, Promotion, Enhancement is well-thought-out, thorough, and clear. Examples or images used as prudent.

5

0

Service

1)        How will you represent your Service Business in the marketplace

- For example, an exterminating company has a logo on their truck, on their invoices, on their printed materials and on the shirts their employees wear, which are part of a uniform.

• A consultant has a logo for their business that appears on all letterhead, promotional materials, business cards and perhaps on the door to their offices.
• They might provide the client with proposals presented in folders that match their company colors and have the logo on the outside.
• You will plan and specify the materials in the Promotion section. Here you will describe how you will represent your business with a “look and feel” that evokes whatever level of professionalism and confidence you want to establish for your company in the eyes of your prospects and customers. Thoroughness, clarity, and relevance are key factors in this discussion.

0

10

Warranty

1)        Discussion of Warranty is thorough, makes sense for the industry, is clear, simply stated with strong rationale.

5

5

IMPORTANT NOTES

1)        If your business includes a Product and a Service component

- such as a restaurant, you address all relevant areas on this Grading Guide.

Product/Service Class

1)        Properly defined whether the Product or Service is a Consumer or a Business Product or Service or both.

-           For example: Steel is a Business Product. Coal can be both.

n   In its most basic form it is sold to steel mills where it is used to heat the furnaces used to melt iron ore.

n  It can also be sold in 5 lb. bags as charcoal for consumers to enjoy their barbecue grills.

5

5

2)        Properly described which Consumer Product Class OR which Business Product Class applies to their Product or Service OR, where relevant, described both.

-           Included a strong rationale explaining why you made the selection.

5

5

Product Total Points plus Formating Points

65

65

Place

Channel Systems

Points Value

Points Assigned

1)        Identified appropriate Channel Systems for this type of business to reach the Micro Segments defined under segmentation

5

5

2)        Included thorough rationale for choosing the Channel Systems

- included statistics or other authoritative support information as appropriate

10

10

3)        Described how they will achieve an appropriate density of distribution for the product/service

5

5

4)        Identified types of Middlemen (if any) to be used to help achieve distribution and explained what each type of Middleman will do to help the business achieve the desired density of distribution.

-           Provided strong rationale explaining why using the Middlemen named makes sense. IF A DIRECT CHANNEL IS SELECTED WITH NO INDIRECT CHANNELS, thoroughly explained why this is the best option for the business.

n  IF A COMBINATION OF DIRECT AND INDIRECT CHANNELS IS SELECTED, the discussion incorporates all of the above.

10

10

5)        Clearly explained what functions each level of Middleman will be expected to perform/provide.

-           IF A DIRECT CHANNEL IS SELECTED WITH NO INDIRECT CHANNELS, thoroughly identified the functions the business will provide for itself, how, or with what resources the business will provide these functions and explained why this is the best option for the business.

-           IF A COMBINATION OF DIRECT AND INDIRECT CHANNELS IS SELECTED, the discussion incorporates all of the above.

15

15

6)        Included a Channel Systems diagram incorporating all Channel Systems to be used and in keeping with the Channel Systems diagram format presented in class

5

5

Logistics and Customer Service

1)        Named the types of Facilities the business will need to be able to distribute the Product or Service.

5

5

2)        For each type of facility, discussed the benefits of using facilities the business owns/will own as compared with using facilities owned by others.

10

10

IMPORTANT: The next line identifies information that will be helpful in calculating the costs of servicing customers.

-           When you know the costs for the facilities you need to address customer needs during a period of time, and you know how many customers you will service using these facilities during the same period of time

• -and how many times each customer will require servicing, you can begin to understand what your cost will be to service each customer (in some businesses, this could be an important part of how much it will cost you per order).
  • This information will be useful when you plan promotions and when you project the results you need to be able to earn a profit.

1)        Identified costs for each type of facility they will use. For example: The cost for renting office space in Manhattan; the cost for leasing a truck; the cost for Public vs. Private warehouse space in Manhattan.

15

15

2)        Discussed the relationship between costs for Logistics and levels of Customer Service in their business and arrived at conclusions they will rely on in their planning. Supported decisions with quantification where relevant and strong rationale.

15

15

Place Total Points

95

95