Situation Analysis
Project #1

Marketing business decision problem: State the marketing decision(s) that you will research/analyze for Wholesale Chess.  Tell why you think this is an important decision for Wholesale Chess.  (Note: refer to the reference material so far--especially Note on Marketing Strategy for help)

Customer Analysis: Discuss the key items that we know about the customer.  Be sure to include a discussion of customer needs that Wholesale Chess seeks to satisfy.  Consider target market and consumer behavior.    Discuss the key items that we don't know about customers but would like to.  Tell why. 

Secondary data analysis:  Wholesale Chess would like determine the size of the market.  You should start by researching secondary data to determine the market potential.  The secondary data could include the Snowsports Industry America (SIA) website and other websites.  You should state you estimate of market potential and tell the sources and assumptions you used to come up with it.

Company Analysis:  Discuss company strengths and weaknesses with special regards to how they fit with target customers needs.  The could include finance, R&D, capabilities, You should also include any strong business philosophies.

Competitive Analysis:  Identify both current and potential competitors.  Discuss their strengths and weaknesses and their perceived positioning.  Include a meaningful perceptual map.   Also assess their objectives and strategies.  Tell why you believe what you stated are their strength and weaknesses, objectives and strategies.   List items for further research.

Collaborator Analysis:  Discuss who the important "upstream" or "downstream" partners are.  Become familiar with their business model and what they perceive as important.  Discuss what we would like to know about them also.  Tell why on both items above. 

Context Analysis: Discuss the Marcoenvironmental trends (marketing environment less competitors plus changes in demographics) that are most likely to provide opportunities or threats for Wholesale Chess.  (Note: those items that site sources and have brief quotes will receive the best grades)