MidTest

Social MarCom Mid Test

1. 3 reasons why internal analysis is important in marketing planning process?
   Internal analysis is the process of evaluating an organization’s resources and capabilities. It provides information on organization’s assets, skills, and work activities. First, internal analysis is an important measure to determine your organization’s level of strength and competency. Then, as an info on capabilities such as various routines and processes that transform inputs into outputs. Internal analysis is important because it can determine the cost position of the organization in industry market and organization potential to attract and engage new business opportunities.
   
   2. According to VRIO Theory. In which condition that a company can achieve maximum profit? Give on example

This analysis will show the capabilities of SaladStop! Will make maximum their potential profit.

• Valuable: SaladStop offers many unique and satisfying healthy food and beverages that other competitors do not offer on a regular basis. SaladStop also includes their nutrients information for their food on their menus in order to appeal to variety customers. SaladStop have a strong global presence in Asia market. It is a great way to gain more revenues from new and existing customers since the behavior now days changing from consuming junk food to healthy food.
• Rare: In Jakarata, this is one of the places that people can find where to eat fresh and healthy food. SaladStop is the first and largest healthy food chain in Asia. So far SaladStop is the most recognizable restaurant that serve healthy food.
• Imitability: In short term, no competitors of SaladStop could gain such as large global presence. It would take significant time and resources to accomplish this.
• Organization: By offering a variety options and continually improving their menu, SaladStop is successfully taking advantage of this capability. With a lot of options most consumers (people) can find something they like and people can create their own salad bowl. SaladStop is efficiently utilizing this capability and creating the atmosphere that many customers thoroughly enjoy. The company is taking advantage of the trendy lifestyle that is currently present in many Asia cities. SaladStop currently operate in Singapore, Manila, Jakarta and Tokyo and aim to become the world’s leading nutrition, health and wellness company serving the best tasting, most nutritious food. 

3. Correlation between STP and AIDA in marketing planning. Give an example!

• Awareness: creating brand awareness or affiliation with the company product or service.
• Interest: generating interest in the benefits of the product or service, and sufficient interest to encourage the buyer to start to research further.
• Desire: to create an 'emotional connection', by showing the brand personality. Move the consumer from 'liking' it to 'wanting it'.
• Action: Move the buyer to interacting with the company and taking the next step. Such making the phone call or searching for information.
  AIDA is made accoding to the each targeted segements, this is why every company / brand have to identify its STP. They must know which segments is they are dealing with. Then whom is the specific targeted audience / customer, is it potential customers or not. The next step is what concept that the brand wants to deliver to the targeted audience, so that people has a clear picture of a particular product / services name.
  If we already know the STP, then we can place the awareness so that they can recognize the brand. After that we generate interest for them, then we create emotional connection to each target, and leads to action, either they approve it or reject it.