Essay About New Products And Technological Innovations

Marketing Audit of Biosystems Engineering
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MARKETING AUDIT OF BIOSYSTEMS ENGINEERING
TABLE OF CONTENTS
EXECUTIVE SUMMARY
INTRODUCTION
o State the obejctive of the marketing audit.
o State which company (either BioSystems Engineering OR eco-fuelling) you are
auditing and the tools/methods that are going to be used.
o Usually the above is a rephrase of the question.
COMPANY AND SITUATIONAL OVERVIEW
o Give a brief overview of the company
o Give a brief overview of the situation they are facing.
ENVIRONMENTAL SCAN
Review the following that may affect the operation and market of the firm:
o Market trends
o Relevant industry developments
o New technological innovations or new products on the horizon
o Any regulatory governmetn action
PESTEL ANALYSIS
o Political factors
o Economic factors
o Socio-economic factors
o Technological factors
o Environmental factors
o Legal factors.
At the end of each analysis, state whether there are more opportunities than threats or vice-versa.
After analysing all the factors, summarise the overall O&T.
CUSTOMER ANALYSIS
o Market segment
o Market share information
o Description of current customers and prospective customers.
o Target market needs and wants
o Any estimates of growth or decline in target markets moving forwar.
COMPETITOR ANALYSIS
o Identify the main competitors, their relative strengths and market share.
o What is the unique characteristics / positioning of competitors
STAKEHOLDER ANALYSIS
o Who else can significantly