III. MARKET AUDIT AND COMPETITIVE MARKET ANALYSIS (country: Japan)

In this next section, two different components of the planning process are reflected: (1) the strengths and weaknesses of competitive marketing offering and (2) an estimate of market potential. The data generated in this step are used to determine the extent of adaptation of the company's marketing mix necessary for successful market entry and to develop the final step, the action plan.

The detailed information needed to complete this guideline is not necessarily available without conducting a thorough marketing research investigation. Thus, another purpose of this part of the country notebook is to identify the correct questions to ask in a formal market study.

I.The market

A. Compare and contrast your product and the competition's product(s)

1. Competitors' product(s)

• Brand name
• Features
• Package

2. Competitors' prices

3. Competitors' promotion and advertising methods

4. Competitors' distribution channels

II. Executive summary

Based on your analysis of the market, briefly summarize the major problems and opportunities requiring attention in your marketing mix, and place the summary at the front of this section.