For the idea or real product on which your marketing plan is based, use Internet and other available secondary resources to conduct a market analysis and industry analysis. Your analysis should...

For the idea or real product on which your marketing plan is based, use Internet and other available secondary resources to conduct a market analysis and industry analysis. Your analysis should include a macro trend analysis encompassing all relevant macro trend categories, and should uncover quantitative data that provides evidence of the size and growth rate of the overall market as well as the segment you will target. Your industry analysis should identify the industry's driving forces, and provide data as to the current and future favorability of those forces. It should include a five forces analysis to assess industry attractiveness, to include your overall judgment as to how attractive the industry is today and is likely to be in the future. It should identify the critical success factors for your industry. Also, it should assess how quickly your idea or real product is likely to diffuse through the adoption process.
Identify a list of questions to be addressed through marketing research to provide your team with the necessary understanding of the customers and consumers want and need in the market.
Identify an idea or a real product (either a good or a service), for which you will prepare a marketing plan. Identify the target market to whom the product will be sold and the benefits the product would provide to the target market. Assess the idea, based on what you already know and using the concepts presented in Chapter 1, to assure yourself that the product or idea you choose is a reasonable one.
Outline a strategy to show how your idea or real product will establish and sustain competitive advantage and provide superior value to your intended customers. Identify one of the three Treacy and Wiersema strategies you will pursue. Identify the key capabilities and resources – marketing and otherwise – necessary to do so.