MARKETING NEEDS ASSESSMENT
Name of Business:
Who is the correct contact in your organization for:
Nature of the Business
Year Business Founded:
Number of Employees:
Describe any trends which are affecting your business
(economic, demographic, industry):
Do you have a written business/marketing plan?
Products / Services
What primary customer needs does your product satisfy?
How is your product or service unique in the marketplace?
What are your competitive strengths and weaknesses?
Are any of the products you produce covered by patents?
How would you describe your brand presentation and/or corporate image? What values do you portray, image do you present and so on? Are there changes you would like to make?
Who is responsible for sales functions for you company? (Check all that you use)
Independent Sales Representatives
What approximate percentage of your sales (by dollars or units) are in the following geographic markets?
Have the above percentages changed significantly in recent years?
What approximate percentage of sales revenue does each product line (if you have more than one product line) contribute to total sales? What were the percentages a year ago:
Product Line Name
What different industries/customer segments do you currently serve? What are the demographics of those segments (age, occupation, gender, income, location etc.)?
What are your sales by key industry/customer segment? What were the percentages a year ago:
Key Industry/Customer Segment
Describe what key factors influence your customers' purchase decision (price, quality, service, etc.)?
Who is involved in the purchase decision?
What is the lead time for making a sale?
Do you collect customer satisfaction information? If yes, what are the general results?
How do you get your sales leads?
Who are the key competitors in the market for your type of product? Please list the complete name and location, and if you believe they are gaining or losing market share:
What advantages and/or weakness do you perceive in your competitors? Are there aspects you would like to emulate, differentiate or focus on?
What promotional methods do you use?
Outside/independent sales force
Magazine ads (trade or consumer)
Industry trade shows
Inside Sales Force
Customer Service Staff
Do you conduct or collect any market research?
If yes, how do you gather this information?
How do your prices compare to your competition?
Strengths and Weaknesses
Please indicate whether each of the following areas is a strength. a neutral area, or a weakness in your company. Add your comments.
Pricing policies & methods
New market forecasting
Evaluating new product designs
Sales methods and skills
Finding new customers
Keeping old customers
Formal customer feedback
How do you rate your current marketing plan/efforts and why?
Please identify your primary marketing need or goal for this project.
What is your approximate overall marketing budget and any comments you have with regards to your budget?
$0 - $5,000
$5,001 - $20,000
$20,001 - $50,000
$50,001 - $100,000
Free Needs Assessment
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