MARKETING APPRAISAL GUIDELINES

I. Introduction
I.a. name of the corporation
I.b. background of the corporation
I.c. the market
I.d. the product [why create the product; product introduction]

II. Environmental Analysis [copy-paste]

II.a. macro-environment analysis
II.a.1. political environment
II.a.2. economic environment
[GNP, GDP, personal consumption expenditure, wage
rate, inflation, foreign exchange rate, VAT]
II.a.3. socio-cultural environment
II.a.4. demographics
[Philippine population; labor force  consumption &
expenditure]

II. b. micro-environment analysis

II.b.1. garments industry [historical background]
[research on Board of Investments of the Philippines
regarding graph of top exports in comparison with
other industries in terms of revenues]

III. Industry Analysis [LAINE]

III.a. Porter’s Five Forces Model

IV. Competitor Analysis [EARVIN]

IV.a. competitor map
IV.b. competitor profiling
[determine direct competitors  Viktor jeans and tailoring
shops; research on background and strategies]
IV.c. price profile
IV.d. competitor SW analysis

V. Marketing Research [ANA]

V.a. brief background on methods use and consultancy
VI. Sampling Plan [ANNA]
VI.a. mode of sampling [cluster sampling]
VI.b. determine market
VI.c. identify persons surveyed
VI.d. 3 clusters [Katipunan, UP Village, Blue Ridge]

VII. Market Demand Forecast [ANNA]

VII.a. consumption rate

VIII. Supply Analysis [EARVIN]

VIII.a. current supply of competitors

IX. Market Share [BASED ON SURVEY]

X. Sales Forecast [BASED ON SURVEY]

XI. Market Segmentation [ANA / BASED ON SURVEY]

XI.a. Geographic [based on location]
XI.b. demographic [age; income]
XI.c. psychographic
XI.d. behavioral

XII. Market Targeting [LAINE]

XIII. Market Positioning [EARVIN]

XIII.a. positioning statement
XIII.b. meaning of brand

XIV. Marketing Mix [EARVIN / BASED ON SURVEY]

XIV.a. price [based on survey]
XIV.b. product
XIV.c. place
XIV.d. promotions
OTHER THINGS DISCUSSED DURING OUR MEETING [July 28,
2006]

On Viktor Jeans
Strengths:
- strong Market base
- expertise in design
- craftsmanship

Weakness:
- expensive

On tailoring shops
Strengths:
- cheap price

Weakness:
- locations
- limited designs